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Showcasing flavour & normalizing plant-based foods
The Challenge
VegKit needed to reduce the consumption of meat in Australia by changing perceptions of plant-based food.
The Insight
You cannot keep emphasising people are bad for eating meat without normalising plant-based foods.
Celebrating great food that just happens to be plant-based is key.
The Approach
We created a suite of creative assets to accompany a TV and digital video awareness campaign. This accompanied a 3-year strategy that uncovered the different food consumption patterns of Australians.
Content included the creation of recipes, food hacks, a TV cooking series, as well as industry and public messaging around the treatment of farmed animals and their welfare.
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