Case study
Naked Innovations
From unclear positioning to a strong value proposition, and the communications to match. Strategy, content, community and events for an agrifood ecosystems consultancy.
Overview
The story in short
Where Naked Innovations started, what we did, and what changed.
The challenge
Naked Innovations works to shape how the food system evolves, through ecosystems of partners across regions. As it grew, there was an opportunity to sharpen its positioning and build a communications strategy to match.
What we did
We worked with the senior leadership team and co-founders on positioning, then built a strong value proposition and a communications strategy to go with it. Since then we run the social media, website and community channels, manage the social media and communications teams, and produce written, visual and video content for campaigns, events and partners.
The result
A clear value proposition and a strategy that runs. LinkedIn grew by 55% and engagement by 10% year on year, alongside the EcoReady EU project, a two-day international conference and the Mercabarna Innovation Awards 2025.
What we delivered
One team, four services
Strategy
- Positioning and value proposition
- Communications strategy
- Messaging with the co-founders
Content
- Social media, website and community channels
- Written, visual and video content
- Campaign and partner communications
Community
- Living lab network and ecosystem
- Community channels
- Dissemination across consortium partners
Events
- Two-day international conference
- Mercabarna Innovation Awards 2025
- Food Innovation Tour
Key projects
Communications strategy and execution
- Positioning
- Value proposition, tone of voice and positioning
- Channels
- LinkedIn and blog strategy
- Website
- New website, designed and launched
The project
A communications strategy and its execution for Naked Innovations itself, built with the senior leadership team and the co-founders.
What we did
We built the value proposition, tone of voice and positioning, set the LinkedIn and blog strategy, and designed and launched a new website.
EcoReady
- Budget
- €13.6 million, fully EU-funded (Horizon Europe)
- Partners
- 18 organisations: 16 consortium members and 2 associated partners
- Countries
- 11: Czechia (coordinator), Germany, Belgium, Greece, Türkiye, Serbia, Netherlands, Italy, Sweden, Cyprus and the United Kingdom
- Living labs
- 10, across Europe’s bioclimatic regions
- Duration
- Dec 2022 to Nov 2026
The project
ECO-READY works to strengthen the resilience of Europe’s food system in the face of climate change and biodiversity loss. It is building an AI-powered online Observatory, available as a platform and a mobile app, and a network of ten Living Labs that co-create resilience strategies with local communities. It is coordinated by the Czech University of Life Sciences Prague.
What we did
We supported the project’s communications through our living lab Concat, coordinating dissemination across consortium partners and delivering a two-day international conference end to end. We also organised two other workshops, one of them an official Patt workshop.
Source: CORDISScaleX Malaysia
- Programme
- Malaysia’s first national AgriFoodTech scale-up programme
- Endorsed by
- Ministry of Agriculture and Food Security Malaysia, supported by the Securities Commission Malaysia
- Format
- Three phases across twelve months, ending in Living Labs
- Our role
- Marketing lead
The project
ScaleX connects founders, investors, industry partners and public institutions to turn proven food inventions into large-scale, investable businesses. It bridges innovation, capital, market access, policy and living labs to help secure Malaysia’s food future.
What we did
We acted as Marketing Lead for the project, responsible for the communications strategy and the LinkedIn execution.
Visit ScaleXFood Innovation Tour
- Format
- Two-day international event, with a closing breakfast for international guests
- Partners
- Naked Innovations, Eatable Adventures and KM ZERO Food Innovation Hub: the Catalan, Madrilenian and Valencian food innovation agencies
- Attendance
- 100+ agrifood changemakers, from Europe to Asia and America
- Programme
- Keynote by Jack Bobo, an interactive debate on who controls the future of food, and a workshop on AI and food
The project
A two-day event that brought together Spain’s leading food innovation forces and agrifood changemakers from across the globe to explore the trends shaping tomorrow’s food system, including the new power dynamics between those who produce food and those who produce data.
What we did
We represented Naked Innovations and co-created the event with Eatable Adventures and KM ZERO. We co-hosted the closing workshop and hosted the breakfast for international guests.
Mercabarna Innovation Awards 2025
- Edition
- 6th edition of the Premis Mercabarna Innova 2025
- Categories
- Business digitalisation
Agricultural, livestock and fishing production
Sustainable technological solutions
Business management and governance
The project
Mercabarna held the 6th edition of the Innova Awards to recognise and promote the innovative projects developed by companies based at the Mercabarna and Mercabarna-flor sites. Innovation is a key lever for transforming the food sector, and this edition especially valued projects with a significant impact on sustainability, resilience and efficiency.
What we did
We led the 2025 edition end to end, in close collaboration with Mercabarna’s management team, from the categories and evaluation criteria to communications, candidate engagement and the awards ceremony. We also led the creative direction for the communication materials, including out-of-home materials, posters, leaflets and social media materials. Everything was managed in Catalan.
Lleida GastroHub
- Platform
- Lleida Alimenta, driven by the Fundació Comunitària Raimat
- Partner
- Diputació de Lleida (Patronat Econòmic i de Transformació), within the Lleida Terra Oportunitats agenda
- Model
- Five helices: knowledge, business, administration, entrepreneurship and territory
- Focus
- Gastronomy and tourism in Lleida
The project
Lleida Alimenta is a territorial platform that aligns companies, civil society and administration around shared goals. Its GastroHub coordinates the gastronomy and tourism challenge: a territory with strong production but little added value, little innovation and digitalisation, and a gastronomic heritage that has yet to reach audiences beyond Lleida.
What we did
Naked Innovations coordinates the GastroHub, with us as project lead working directly with the Diputació de Lleida. We connect initiatives and actors, and help existing experiences gain strength, visibility and access to funding. The project is managed in Catalan.
Results
What changed
LinkedIn growth
Growth in LinkedIn since we took over the channel.
Engagement growth
Increase in engagement, year on year.
Key projects
Communications strategy, EcoReady, ScaleX, Food Innovation Tour, Mercabarna Innovation Awards 2025 and Lleida GastroHub.
The work
See it in action
Communications strategy and execution
EcoReady
Mercabarna Innovation Awards 2025
Mercabarna Innovation Awards 2025
Communications strategy and execution
EcoReadyIn their words
Working with Sarah has been a real asset to Naked Innovations.
She owns the full marketing and communications function with confidence, coordinating across internal teams, co-founders, and external partners without missing a beat.
Laurie TanCo-founder, Naked InnovationsSkills4Impact
View case →