With an estimated 22m ‘flexitarians’ in the UK seeking to reduce their meat consumption, there is an increased appetite for healthy, protein-rich alternatives. After years of research, the team behind Meatless Farm have created a range of products that not only deliver on nutrition, they also taste delicious. In advance of the brand’s launch, Media Bounty were brought on board to conduct a social listening and strategy piece to understand the cultural landscape, competitor market and shopper behaviour of the target audience.
From fully-fledged vegans to those taking those first tentative steps towards meat reduction, the research exposed a number of uniting factors – everyone is looking for food that tastes great and offers enough versatility to be incorporated into their day-to-day lives. With this in mind, Media Bounty developed a full digital strategy to deliver the ‘Meat Free, Not Taste Free’ message in support of the launch of Meatless Farms mince and burgers into Sainsbury’s.
Ahead of retail launch, Media Bounty have planned and produced content to be used across Meatless Farm’s owned social media channels, programmatic display ads and partnership content. The initial media phase will focus on A/B testing, trialling creatives and messaging against our key audience break-downs, carrying these learnings into 2019 Q1 activation.
Morten Toft Bech, Founder of Meatless Farm, said: “This is a new and truly innovative category to be operating in. 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 launch into Sainsbury’s.”
Media Bounty’s Account Director, Charlie Bennett, said: “There are so many benefits to long-term meat reduction and this is a cause close to the hearts of many in our business. Meatless Farm operates in such a refreshingly reactive and honest way, genuinely putting their all into developing products that deliver on taste and ethics. We couldn’t be more excited to be working as their launch partner and look forward to a long and fruitful relationship with the brand.”
