Sweden – The plant-based meat brand is running a novel campaign to encourage more people to enjoy its faux meats. Tuning into the growing adoption of home-grown produce, the brand is encouraging its customers to exchange their peas for sausages.
The campaign, by creative agency Forsman & Bodenfors, presents a grow-your-own-sausage kit consisting of pea seeds, instructions and a bag for consumers to send back their peas in. Highlighting the versatility of plant-based foods, the brand allows customers to choose between chorizo, barbecue sausage or cabanossy varieties of sausage.
Julia Holtback Yeter, art director at Forsman & Bodenfors, said: ‘With this idea, we take a hands-on approach to plant-based comfort food.’ The brand also notes that – while it’s not the quickest way to access sausages – the campaign hopes to shed light on the process behind creating plant-based foods. In a similar vein, we’ve previously explored how ingredient brand Merchant Gourmet is promoting vegan diets through its cookbook with a plantable cover.
Some consumers still feel confused about the ingredients that go into alternative proteins. Food brands could create educational courses and product kits to bridge this gap in knowledge