Launching the Innovate Irrigation Challenge ​with AB Sugar



The Challenge

How do you address one of agriculture’s most pressing issues?​

The agriculture sector accounts for 69% of annual water withdrawals globally (FAO) – and its availability is diminishing. We set out to create and launch a challenge that looked at how to prevent water loss in irrigation.

The Solution

Introducing the Innovate Irrigation Challenge

Our initiative was designed to encourage creative solutions to assist AB Sugar in meeting its sustainability commitments and drive innovation in irrigation.

The Innovate Irrigation Challenge ran for 24 hours, attracting entrants from around the world. An integrated media, social and influencer campaign helped drive entries and raise the profile of the company as a sustainability leader.

The Results

people reached through the campaign

team registrations for the challenge hackathon, with 28 entries shortlisted