Bite-size bugs win award for Harper Adams University
Shropshire's Harper Adams University has won an award for a campaign it devised which challenged people to eat insects at agricultural shows.
The university, based in Edgmond, near Newport, picked up a Guardian University Award for its edible bug challenge – after entering for the first time.
It was among three universities shortlisted for the marketing and communications campaign award for the challenge, which toured agricultural shows last year and engaged more than 5,300 visitors.
Delivery of the challenge was spearheaded by marketing officer for shows and events, Sarah Swinnerton, who accepted the award in London on Wednesday night.
She said: "I'm so proud. Just being shortlisted for such a prestigious award was humbling, but being named winners of the Guardian University Award for marketing and communications campaign is a credit to the amazing team behind the edible bugs challenge.
"Now I can't wait to take out ultimate bug challenge on the road in 2016."
The edible bug challenge was devised as a means of attracting people to the university's stands at agricultural shows throughout the UK and Ireland.
The show season is important to the university, which specialises in education and research for the agri-food industries.
The challenge was developed after members of the marketing team volunteered to appear in a video about entomology research – specifically about entomophagy, the practice of eating insects –for an A-Z of entomology.
Director of marketing and communications, Lorraine Westwood added: "Take a talented, exceptional team of marketing professionals, a global challenge to feed the world and a handful of dead bugs and you have an award-winning marketing campaign."
The edible bug challenge resulted in a 159 per cent increase in Harper Adams University's interactions with visitors to shows from 2014 to 2015, and at one event, footfall by increased 517 per cent on 2014.
