October 2016 - Poem
The Alternative Meat Co brand, a plant-based meat alternative with no cholesterol, was launched by Life Health Foods Australia in 2016.
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THE ASK:
Launch the brand and product in the Australian market, in a way that grabs the nation's attention, with a very small media budget.
THE PROBLEM:
The line rolled out in major supermarkets but anticipated battling the stigma that meat substitutes are no match for the real thing.
THE TRUTH:
Australia is a nation of meat-lovers, and late night kebabs.
THE STRATEGY:
Challenge Australian meat-lovers' idea of what a meat alternative tastes like.
THE IDEA:Launch the brand with a stunt featuring comedian Dave Hughes punking late-night kebab buyers with the revelation they are eating a plant-based meat alternative.
THE OUTCOME:
The Facebook campaign recorded more than 1,500,000 views in the first 48 hours on the back of a $5,000 paid social budget. The launch product sold out across all Coles supermarkets.
THE AWARDS:
Mumbrella CommsCon Launch Campaign Of The Year Winner, April 2017.
