In 2018 Vegie Delights embarked on a master brand refresh across their packaging in order to become more relevant and appealing to a younger millennial target market. They challenged us to develop a shopper campaign to reposition the brand and become top of mind with both established vegans and those trying a meat free alternative.
Strategy, Creative, Social, Activation
Our core insight was that Vegans and those dabbling in meat free often did so because of lifestyle beliefs around health, environmental sustainability and animal welfare. The decision to live meat free is a positive life choice. There was also a perception that plant based alternatives are bland and boring and do not taste great. What consumers didn’t know was that Vegie Delights had a range of delicious meat free options that not only tasted great but are also simple to use.
We developed a master shopper strategy to debunk the myths of meat free eating and focused on creating awareness of the range of simple yet delicious creations consumers could easily make using the Vegie Delights range. We engaged Stephanie Rice to be the face of Vegie Delights and collaborated with hero create a free e-cookbook featuring original recipes from Steph’s kitchen. This content was used to launch the Vegie Delights Instagram profile and drove awareness of the brand across their owned social channels. Additional consumption inspiration social content was created by micro-influencers to further drive engagement and awareness online. The campaign culminated in a pop-up event whereby key retailers, media and influencers could trial recipes from the e-cookbook.