News 25.07.2022

News

Peas of Heaven swaps home-grown peas for plant-based sausages, White Claw’s cooling billboard, and Gen Z travellers enjoy revisiting destinations.

Peas of Heaven invites its customers to ‘grow’ sausages

Peas of Heaven campaign by Forsman & Bodenfors, UK
Peas of Heaven campaign by Forsman & Bodenfors, UK
Peas of Heaven campaign by Forsman & Bodenfors, UK

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

This aroma detector aims to eliminate food waste

Snoot by Harriet Almond, UK Snoot by Harriet Almond, UK
Snoot by Harriet Almond, UK Snoot by Harriet Almond, UK

UK – While food expiry dates can provide a rough guide for food freshness, Harriet Almond, a graduate from Northumbria University, is seeking to further reduce food waste through an aroma detector. Almond’s prototype, Snoot, consists of two parts: a hand-held sensor resembling a snout and a small mouth-shaped printer that offers recipe suggestions developed by a zero-waste chef.

In its current prototype phase, the device can only detect organic compounds released by bananas, apples, potatoes and a range of other fruit and vegetables as they decay. Future iterations of Snoot could work with a variety of other foods. Here, this project empowers everyday consumers to make better decisions about the foods they deem ripe for consumption.

There is a big gap in knowledge around freezing and defrosting food safely, how long it should be frozen for and what food is suitable,’ says Almond. ‘Snoot aims to aid this gap in understanding by providing exact instructions on how to freeze food safely.’ Such a solution also aligns with the growing number of innovations emerging to curb food waste.

Strategic opportunity

Food suppliers must take greater responsibility in educating consumers about food freshness and zero-waste solutions. Why not host in-store workshops and educational sessions for customers?

White Claw’s latest billboard is cooling down Londoners

London – Recognising the impact of the UK’s unprecedented heatwave, the hard seltzer brand is inviting Londoners to cool down with its interactive billboard. The temporary billboard, which was installed in Shoreditch for two weeks, features specially designed cooling strips, heat-proof paint and touch-activated gel-centred cooling mats that work by absorbing the body heat of people interacting with the board.

Taking a playful approach, the brand is also inviting people to hug the mural to reduce their high body temperatures. Its striking visual design is also intended to draw in passers-by through its ‘icy cool waves’. Michael Dean, head of marketing at White Claw UK, says: ‘With record-breaking temperatures, we wanted to give Londoners a much-needed moment of light refreshment… what better way to cool them down than with a White Claw in hand and a billboard that will absorb all heat?’

While this campaign provides temporary respite from extreme weather conditions, it also points to a future when brands will increasingly adapt their campaigns to benefit the people and surroundings where they’re advertising. Elsewhere, we’ve previously explored how beer brand Coors developed advertising that benefits the built environment.

White Claw, UK

Strategic opportunity

Thinking beyond one-off activations, consider how your brand might develop infrastructure solutions that benefit the world’s changing climates?

Stat: Gen Z tourists seek familiar destinations

Parallel Reality by Delta Air Lines and Misapplied Sciences, US Parallel Reality by Delta Air Lines and Misapplied Sciences, US

At a time when many citizens are still finding their feet when returning to travel experiences, members of Generation Z are seeking comfort in familiar destinations. Research by YouGov reveals that Gen Z are more likely than other groups to revisit familiar destinations, with 40% agreeing they usually go back to the same places on holiday.

The research also noted that 43% of Gen Z travellers seek experiences for social media content. More generally, 44% of Gen Z say they will be spending more on travel in the next year, compared with other leisure time activities. These figures should provide inspiration for tourism marketers, who can target young people through campaigns that celebrate nostalgia.

To discover more insights about the travel behaviours of Generation Z, delve into our viewpoint with youth-driven travel collective Trippin.

Strategic opportunity

Given the preference for familiar destinations, travel brands could consider running campaigns that focus on young people’s favourite holiday memories, photos and souvenirs

Previous News Articles
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN