HYDRA X MBDA

The Hydra 400 is a hybrid heavy-lift uncrewed aerial vehicle (UAV), developed over the past five years by a small team of experts based in the UK. The platform was showcased on the Army stand at DSEI 2023, where it was fitted with a replica MBDA missile system to demonstrate potential payload compatibility. But to move forward, Hydra needed more than interest – it needed recognition, funding, and backing from the wider defence community.  

That support came when MBDA recognised the value of Hydra as a platform and invested directly in the company; the first time MBDA had taken a shareholder position in a UK SME. It was a major step forward but also came with limitations. The challenge was to encourage reticent stakeholders to engage and build a story that celebrated progress, championed UK-made technology, and encouraged deeper MOD engagement, all without crossing regulatory or messaging lines.  

Our deep expertise in defence and security communications made Canny the right partner for the challenge, combining a sharp understanding of MOD stakeholder priorities with the ability to craft compelling narratives for highly specialised audiences. We also brought in-depth knowledge of security and commercial messaging constraints, critical in a project where disclosure and positioning need to be tightly managed.  

A simple, clear message was built around three core themes: UK innovation, smart partnerships, and long-term impact. The focus was on why Hydra’s development matters for the company, UK supply chains, and the future of sovereign defence capability. Rather than referencing specific systems or integrations, the campaign highlighted Hydra’s advanced engineering, the strength of its team, and the strategic importance of continued backing from major industry partners.  

Having identified MBDA and specific Army stakeholders as the main target audience, we selected channels that were most likely to resonate with these audiences and drew up a content plan that would appeal to them directly. Quotes from Hydra’s CEO, Dr Stephen Prior, were used to explain why the investment has implications not just on a tactical level, but strategically, to the defence community.  

Our established relationships and credibility within the defence sector enabled us to secure a powerful endorsement quote from MBDA’s director of UK sales and business development, lending crucial third-party validation to the partnership announcement.  

The campaign significantly lifted Hydra’s visibility and credibility across defence and national audiences. LinkedIn performance for the company soared, with an increase in new followers and 8,500+ impressions in one week. Within 30 days, Hydra gained around 3,870 new followers and built a highly engaged defence audience.  

Media outreach generated attention from key outlets including an initial exclusive in The Telegraph, with further coverage in ADS, Shephard, and EDR, while stakeholder engagement extended to Army stakeholders and MBDA leadership.  

The campaign strengthened Hydra’s standing as a serious player in UK defence innovation, setting the stage for future investment, DSEI visibility, and deeper MOD engagement. It also directly supported significant business development activity, including follow-on engagement and contract discussions with leading defence primes. 

It proved the power of SME–prime collaboration in delivering sovereign capability at pace.