Project with conagrabrands
By Harbinger Communications
Client
Project Description
As a large plant-based masterbrand, Gardein has a strong variety of offerings for those looking to adopt more of a flexitarian diet. The brand needed a campaign that stood apart. Harbinger, along with the interagency team, developed a program that encouraged consumers to “Cheat on Meat” – incorporating plant based eating into at least one meal a week. We created and cheeky campaign that that included a cheat on meat micro-site and quiz; partnerships with relationship experts and influencers to encourage you to “cheat” and a full earned media campaign allowing it to all break out from the regular food story-lines. The campaign beat all KPI’s with massive engagement and millions of impressions, including earned reaction from top Canadian celebrities. It also drove trial with thousands of quiz completions and coupon downloads. Gardein continues to be a dominant force in the plant-based category – shifting the mindset of consumers across Canada.
As a large plant-based masterbrand, Gardein has a strong variety of offerings for those looking to adopt more of a flexitarian diet. The brand needed a campaign that stood apart. Harbinger, along with the interagency team, developed a program that encouraged consumers to “Cheat on Meat” – incorporating plant based eating into at least one meal a week. We created and cheeky campaign that that included a cheat on meat micro-site and quiz; partnerships with relationship experts and influencers to encourage you to “cheat” and a full earned media campaign allowing it to all break out from the regular food story-lines. The campaign beat all KPI’s with massive engagement and millions of impressions, including earned reaction from top Canadian celebrities. It also drove trial with thousands of quiz completions and coupon downloads. Gardein continues to be a dominant force in the plant-based category – shifting the mindset of consumers across Canada.
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