Galebreaker - CEVEC:
Bringing livestock innovation to life through integrated PR
Pinstone delivered an integrated PR campaign showcasing Galebreaker’s pioneering CalfHub innovation, combining technical storytelling, targeted media relations and industry awards to build awareness, credibility and recognition across the dairy sector.
Overview
Pinstone supported livestock environment specialist Galebreaker with an integrated communications campaign to raise awareness and reputational kudos linked to its pioneering CEVEC (Cost Effective Ventilated Environment for Calves) project and its new CalfHub housing system.
Leveraging media relationships and pairing the delivery of trusted press coverage with digital exposure and prestigious industry award submissions, the campaign translated complex technical research findings into compelling stories that demonstrated the innovation’s practical benefits for the dairy sector.
- Multi-channel PR campaign, incorporating editorial features, news, online presence and curated social media content.
- Industry recognition, achieving highly commended status at the 2026 Cream Awards and finalist recognition at the British Farming Awards in the innovation category and winning Farm Adviser of the Year.
- Targeted agricultural media coverage, with an evidenced reach to the targeted dairy sector audience. Targeted agricultural media coverage, reaching dairy audiences with evidence-led content.
Goals
- Raise Galebreaker's reputation as an innovator in livestock housing and commercially launch the new CalfHub system.
- Elevate the organisation's research credentials and link to an issues-led campaign around calf welfare and farm productivity.
- Strengthen Galebreaker's reputation among dairy farmers and the wider industry stakeholder audience.
Deliverables
Working closely with Galebreaker's technical and animal welfare teams, Pinstone developed and delivered an integrated communications campaign, drawing on independent research findings undertaken in collaboration with Scotland's Rural College (SRUC).
Throughout, the focus was audience-centric and issue-led, developing compelling stories and evidence to demonstrate how the innovation addresses key challenges facing dairy farmers, including calf health, environmental control, labour efficiency and sustainability.
The campaign incorporated:
Editorial features: Secured feature-length stories in highly targeted trade media that demanded a compeliing issue-led angle and conveyed our spokesperson’s expertise.
Media relations: Leveraged agricultural media relationships to secure news relating to the CalfHub launch.
Web content: Curated compelling web content to support AI search in finding and citing the different aspects of the research and its practical applications.
Social media: Adapted key messages for social media, achieving an extended reach of the editorial coverage and to cultivate industry publicity around their awards.
Industry awards: Crafted three industry award submissions for the Cream Awards and British Farming Awards, that resulted in a winning accolade.
Results
Winner – Farm Adviser of the Year, 2026 British Farming Awards
Award received by Galebreaker’s animal welfare specialist, Chloe Rodriguez, who played a key role in the CEVEC project. Judges praised Chloe’s proactive approach, technical knowledge and commitment to evidence-based advice.
Highly commended – Innovation category, 2026 Cream Awards
Galebreaker's CEVEC project received highly commended recognition, for the development of the CalfHub system.
Finalist – Agri-Innovation of the Year, 2026 British Farming Awards
CalfHub was recognised as a finalist, further highlighting the project’s contribution to industry innovation.
The campaign also secured editorial coverage in targeted agricultural publications, supported by blogs, social media activity and award announcements.
Added value
Pinstone combined specialist agricultural knowledge with technical writing, and strategic communications expertise to give the CEVEC project a clear and engaging narrative.
By building a coordinated campaign around independent research, Pinstone maximised opportunities for exposure, helping position Galebreaker's technical achievements within the wider challenges facing the dairy industry, reinforcing its reputation as an innovator in livestock environments and animal welfare.
