Changing perceptions of plant-based food
The Challenge
VegKit needed to normalise plant-based cooking while changing people’s perceptions of what delicious plant-based food actually looks like.
The Insight
Plant-based cooking is often placed in the “too hard” or “not tasty enough” basket, making the switch to plant-based cooking a difficult one despite the well-known environmental and health benefits. As well as this, vegan media often focuses on the negatives of meat consumption for animal welfare as opposed to championing the positives of plant-based food.
The Approach
We created the television program “Freshly Picked”, airing on Channel 10.
We worked with MasterChef finalist Simon Toohey to create 100% plant-based meals that are super tasty and delicious, with a focus on educating the audience about the benefits of plant-based eating. The show is now up to it’s 8th season.