When Meatless Farm came knocking on our door, they wanted to take a bite out of the growing vegan market in the UK. Way before Greggs fancied some. We had some great ingredients to work with zero brand awareness. No customer base. No supermarket listing. No problem.
We were briefed to be bold. Go out and shout about veganism, ethics and the environment. We steamed into the brief like a bulldozer through hot vegan butter. But this was way back in 2018. Veganism was a bit of a dirty word.
We used social listening to see what people were really talking about. And it showed that going ‘Full Vegan’ would be too divisive for a new brand. So instead we targeted flexitarians. They didn’t want to make a drastic switch and a whole new way of life. They didn’t like the bland meat replacements. They just wanted something that tasted nice. And had never mooed in a past life.
We positioned the brand as a simple swap to a plant-based alternative that doesn’t compromise on the taste of texture of real meat.
We developed a digital positioning and toolkit to offer recipe inspiration across all mealtime occasions, addressing transparency in an opaque sector.
From no listings to listings everywhere: we built our channel plan on where our social listening said our audience was talking
In a rapid growth sector, appetite was ahead of distribution, so we started a highly targeted social-first plan for Sainsbury’s launch in Veganuary. As weighted distribution grew, we built broader channels into the plan, ending the year on TV with Channel 4.
Valuable partnerships, generating highly engaging, topical content: With people cooler and more credible than us – MOB Kitchen and Tasty– riding on their coattails to get people licking their lips.
We got the brand seen 56million times at media launch. That’s 17.84 times the population of Wales. There was 15% prompted awareness according to Kantar, which means our ads were memorable, even when people were watching Naked Attraction.
While our products are all lovingly made with plants, what really makes Meatless Farm different is the taste – a point that the team at Media Bounty were quick to pick up on. We’ve developed a really effective partnership based on listening to our audience and delivering on their needs – we can’t wait to see what the future holds for the brand beyond this exciting launchMorten Toft Bech, Founder of Meatless Farm
The Meatless Farm Co
When Meatless Farm came knocking on our door, they wanted to take a bite out of the growing vegan market in the UK. Way before Greggs fancied some. We had some great ingredients to work with” zero brand awareness. No customer base. No supermarket listing. No problem.