Challenge
Gosh! is a chilled vegan food brand. All natural and all plant-based, which felt appropriate to this brief! Their ambition was three-fold Help people transition to a plant-based diet Make their plant-based food more readily available outside of the ‘world foods’ and ‘kosher’ shelves Become a brand that has a PoV, one that is a leading voice in the world of responsible eating
Solution
During the strategic planning phase we discovered quite a surprising truth - Vegans appeared to be the last ‘minority’ group that it’s OK to make fun of. And oddly, they expect it. So, our mission became clear to us – the big unlock was all about normalization. Let’s start with getting people to adopt a flexitarian diet Before the comms even started we suggested to the client that they take the large ‘vegan’ statement from the front of the packs and simply have a reference to ‘vegan friendly’. Which they did Creatively we wanted to change people’s perspectives So, we thought we’d hold up a mirror to those decrying the value of a flexitarian diet, whilst sympathizing with those whose decision may be subject to derision We knew that if we did it in an exaggerated, amusing way – almost ridiculing our own category - perhaps the preachy nature of our world could be dispelled The endline of ‘It’s all perfectly natural’ helped people to both normalize plant-based food, and communicate our core product differentiator These posters ran on 48, 6 and digital 6 sheet sites in main commuter hubs and on TFL. Further content was also produced for social and digital channels
Results
500k Extra packs sold to NEW-to-plant-based customers (non-switches) 35% Growth YoY (ahead of category of 29%) +800k Extra packs sold incrementally to people buying competitor brands as well
YOU
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