january 2017 - poem
The Alternative Meat Co. make plant-based meat alternatives with no cholesterol, they were launched by Life Health Foods Australia in 2016. A year after launch, they had new products to launch and wanted to recreate the success of their first campaign.
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THE ASK:
Create a campaign that raises the meat-eating debate in an engaging, shareable and significant way, whilst increasing awareness of The Alternative Meat Co.’s new innovative plant-based product.
THE PROBLEM:
The new product launch was timed with a day of the year when eating meat is not only expected but encouraged. Australia Day.
THE TRUTH:
Australians are becoming more flexitarian, even on Australia Day.
THE STRATEGY:
Tap into an ongoing and relevant national conversation about changing food trends and meat consumption, giving a voice to the millions of Australians out there who are leading an increasingly more meat free, alternative diet.
THE IDEA:A spoof on the famous Sam Kekovitch Austalia Day MLA campaign, fronted by comedian Dave Hughes. In contrast to MLA's typical messaging, hitting back at the idea that eating meat on the national holiday makes you more Australian.
THE OUTCOME:
1.4 million video views, 11 thousand shares and 3.8k comments, with an organic reach of over 65%.
