It was time to reposition and refresh the brand to engage traditional meat lovers in the plant-based movement. After all, this was a product that most consumers said actually tasted and cooked better than animal meat. Better still, it did less harm to the planet.
Backed by a deep understanding of their audience, this approach highlighted the power of authentic and bold messaging, shifting their narrative to focus on product quality first, and environmental benefits second. In the process, they changed perceptions, altered behaviours and tapped into a much larger market.
