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.
Strategic opportunity
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