Brief: For v2food, 2020 was focused on launching the brand in major retailers with functional messaging, whereas 2021 was the official ‘launch’ of the brand to market and to drive and unlock penetration of meat-eating consumers via trial through food service & retail based initiatives in the Australian market predominantly. Objective was to be the #1 plant-based meat in volume and dollars in Australia by H2 2021.
Challenge: Main challenge was to find a clever campaign and brand purpose for the brand that didn’t alienate vegans and vegetarians, while didn’t offend the MLA industry either. It was key to find a balance in the communication that stay neutral and was clear in supporting all food choices, while encouraging ‘Reducatarians’ or people who were considering to eat less meat in the week, to try v2food’s products. It was critical to make the products looks tasty and inviting to try. In addition competitor launches of Impossible Food and the ramp of Beyond Meat in the market, were also important for us to keep an eye on and ensure our communication didn’t overlap theirs.
Result: A successful launch of a national 30” TVC to introduce the brand and the campaign aired during the Masterchef 2021 Finale, along with supporting 6” and 15” cutdowns of the TVC across digital platforms such as CUTV and social media platforms such as IG and FB. An additional 1 minute director’s cut was also showcased on the brand’s YT channel and FB page to further introduce the campaign and its characters, along with evolutions of 6” and 15” social videos to further reiterate the campaign across the summer period. Proximity OOH near shops with targeted messaging were also launched with, followed by road-side OOH for over the summer period.