Debriefing: the Vegetarian Butcher asked us to promote their new 'Vegan Chicken Chunks' via a PR-stunt. It should surround the taste, that is very tasty and well textured, just like real chicken. The target audience is flexitarians.
Insight: The vegan chicken chunks have the perfect flavor and texture; it tastes exactly like chicken. Maybe a little too much... so much so that the vegetarians might get 'mad' ;)
Creation: We grab the flexitarian's attention by creating controversy. There is always debate online about vegan food, mostly by non-vegans. But what if we turn it around; make the vegans angry about vegan food?
Introducing: The Vegetarian Scandal
We let the Vegetarian Butcher hold a press conference, to issue a ‘formal apology’ for creating vegan chicken chunks that taste too much like chicken.
By creating a faux scandal, we grab the attention flexitarians, peaking their interest and making them interested in the chunks.
Because if vegans & vegetarians promote vegan food, flexitarians don't bat an eye. But if they suddenly HATE it, it becomes interesting to try.
With this case, we won an honourable mention at Jonge Honden / Youngdogs.
