Initial situation
Since the autumn of 2017, the Austrian brand vegini enrichens the vegan product range of the regional food retailers. Unlike conventional meat substitutes, vegini doesn’t consist of soja, but of peas. The outstanding thing is that vegini is 100% natural, which means free of soja, genetic technology, gluten, lactose and food additives. It is richer in proteins than a steak, has similar characteristics in cooking and chewing as meat and its production is more eco-friendly. In short terms: vegini is good for humans, animals and the environment.
Strategy
The campaign was designed by the agency REICHLUNDPARTNER according to the motto „New times. New food.” and takes up one of the main reasons why more and more people try to give up eating meat: the rejection of factory farming. Therefore, the images used in the campaign show confident people, holding a chicken, a pig, or a turkey in their arms. Next to them there are written ambiguous messages, such as: “I love chicken. Therefore, I eat vegini.“ This wording addresses animal-loving vegans and vegetarians as well as people who love to chew on something solid but want to renounce meat from time to time. So the appetite appeal is important here as well.
Implementation
All units of REICHLUNDPARTNER were included in setting up the campaign. In addition to print ads in selected magazines for the target group and in the trade press, cleverly spread radio spots ensure great attention. In online media and social media, exact targeting guarantees that the messages are delivered to the right people. Furthermore, a new website with an online shop will be constructed. All activities are accompanied by PR measures.
