Tired of the Meat Market?
Posted January 9, 2013 No Comments
Tired of the Meat Market?
Vancouver-based Gardein, the revolutionary meat-free brand that is transforming America’s table, has launched a campaign in the United States asking consumers to “Start a healthy relationship” with their food.
**The images above are digital billboards, the remaining campaign elements are at the bottom of the page.
The campaign, developed by The BrainStorm Group, features lines like “Tired of the meat market?”, “A friend with nutritional benefits” and “Get swept off your meat” while digital media provides consumers with the opportunity to get to know Gardein foods a little better by creating a provocative dating profile for each food.
“The insight for the campaign was that consumers seeking a healthier diet through eating less meat can accomplish that with Gardein’s meatless options with almost no change to how they shop, cook or enjoy their food,” said Bob Froese, CEO at The BrainStorm Group. “That thinking drove the idea of asking consumers to ‘date’ Gardein foods rather than committing to vegan or other more complex diet changes.”
Concentrated in Los Angeles and New York with outdoor and taxi tv, the campaign includes a national overlay of digital media including innovative digital formats such as SAY Media and Pandora, all driving to an engaging Facebook experience with a Gardein “dating” gallery that allows fans to win a trip to Napa Valley and access a $1 off coupon to drive traffic to retail.
“Consumers have gone beyond simply contemplating healthier eating,” said Russell Barnett, the brand’s vice president, marketing. “It’s become the norm, even a point of pride and it opened the door to engage them with a campaign they enjoy. New Year’s is the perfect time for a conversation about starting new relationships and our playful online dating parody celebrates the new reality.”
Founded in 2006, Gardein (garden + protein) is an award-winning line of delicious and healthy meat-free foods. Gardein founder Yves Potvin created the first veggie dog in the 1980s and is now dedicated to elevating – and beefing up – the category with a full range of great-tasting, better-for-you meat-free innovations. From its signature Seven Grain Crispy Tenders to the Ultimate Beefless Burger, Gardein offers mouthwatering, center-of-plate foods that deliver real meat taste, texture and nutrition—with no cholesterol and less fat and calories than traditional proteins. Made with soy, grains and natural ingredients, Gardein’s foods can easily replace traditional protein in any meal or recipe.
Gardein is popping up everywhere, available in the produce cooler and freezer aisle at more than 14,000 grocery stores in the U.S. You can also find us on college campuses and in your favorite restaurants across the country. For more information and delicious recipes, visit gardein.com.
Gardein on Facebook
About The BrainStorm Group
The BrainStorm Group is a Toronto-based branding and advertising agency. Since 1992 BrainStorm has helped game changing clients across North America develop compelling brands and effective communications campaigns. brainstormgroup.com
Campaign Title: Start A Healthy Relationship
Client: Gardein – Garden Protein International
Creative Agency: The BrainStorm Group, Toronto
CEO: Bob Froese
Creative Director: Dorothy McMillan
Art Director: Alek Von Felkerzam
Copy Writer: Lee Cristiano
Director, Client Services and Strategy: Deborah Arbus
Director of Digital: Jonathan Kirsten
Account Executive: David Glow
Video Production: 4stroke
Audio Production: BoomBox Sound
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