Marketing & Media

New Age Eats

©New Age Eats

New Age Meats Re-Brands to New Age Eats in Preparation for Consumer Launch

New Age Meats, a startup producing hybrid plant-based and cultivated meat, is re-branding to New Age Eats. The new name and tagline “The Joy of Pig” reflects a long-term strategy to offer consumers a large portfolio of products, ranging from sausage and dumplings to pizza toppings. Pending regulatory approval, New Age plans to begin commercial production in 2023.  “Emphasizing the joy” According to founder and CEO Brian Spears, New Age reached out to consumers to guide its brand refresh. “We’ve been working on this rebrand for a while,”  Spears shared online. “It’s the result of speaking with hundreds of our potential consumers and finding out what matters to them. New Age Eats is big enough to hold the vision of where we’re going while emphasizing …

more

Oumph Human Meat

Oumph!

Oumph! Human Meat Burger Campaign Wins Silver Prize at Cannes Lions Festival

Oumph! announces it has been awarded the Silver Brand Experience and Activation Lion at Cannes Lions Festival for its “disruptive” Plant-based Human Meat campaign created for Halloween 2021 by LOLA MullenLowe. Oumph! was one of 1,919 entries in the category and reports that it was the only plant-based winning brand in the awards, which honour creative brand-building through experience and customer engagement. The campaign was also named by AdWeek as one of the top 5 plant-based campaigns of 2021. In the PR stunt, Oumph!, invited the public in Stockholm to sample the world’s first plant-based burger resembling human meat. The Oumph! plant-based Human Meat burger contained mostly soya, mushrooms and wheat protein, created with the purpose of demonstrating that it is possible to produce plant-based …

more

© Oatly

Oatly Ad Campaign Depicts Kids Smuggling Oat Milk Into School

Oatly has launched an ad campaign along with a public survey with the aim of rallying support at European level for the inclusion of plant-based drinks in the European Union’s school fruit, vegetables and milk programme. The ads are running in Sweden, Finland, Germany, Austria, The Netherlands, Belgium and Spain, across digital and socials, with the video portraying children smuggling cartons of oat milk into schools with the caption: “Should kids have to take it into their own hands? Include plant-based milk in the school milk scheme!” 76% said plant-based food at school could lay foundations for a sustainable life The campaign seeks to harness public support for the definitive inclusion of plant-based alternatives in the EU school scheme. 92% of respondents in the survey …

more

© Alt Dairy Future

Ministry of Mylk Relaunches as Alt Dairy Future, Will “Accelerate Switch From Conventional Dairy”

Global marketing community Ministry of Mylk has relaunched with the new name Alt Dairy Future. The community aims to bring alt-dairy brands together to accelerate the transition away from traditional dairy products. Two new initiatives have been introduced to coincide with the relaunch. One is a website, altdairy.org, which will allow companies to communicate with consumers about the advantages of dairy alternatives. The other is a new mark for the industry, which members will be able to display on their packaging and marketing materials. The community is now accepting new members, with other benefits of membership including collective marketing initiatives, PR and marketing support, networking opportunities, and features on altdairy.org. Emulating big dairy’s tactics Alt Dairy Future initially launched in June of last year, based …

more

Wicked Kitchen Cookie Dough Ice Cream

©Wicked Kitchen

Wicked Kitchen Giving Away a Year’s Worth of Vegan Ice Cream for National Ice Cream Month

Wicked Kitchen, a global plant-based foods brand, is celebrating National Ice Cream Month in July with its “Scoop, Snap and Share” promotion. One winner will receive a year’s supply of Wicked Kitchen’s “game-changing” dairy-free ice cream and additional prizes. Elevating ice cream Beginning July 1, the brand wants fans to take a photo or video of any Wicked ice cream pint or novelty in a bowl, cone or recipe. Fans can then post and share the photo/video to Instagram, Facebook or TikTok, using the hashtag #WickedKitchen. All posts in July will be entered to win a year’s worth of ice cream, plus a Wicked goodie box and cookbook autographed by chefs Derek and Chad Sarno.  “Elevate National Ice Cream Month by enjoying our amazing, super-duper …

more

Heinz Art of the Burger

©Heinz

Heinz Invites Veg Burger Lovers to Challenge Beef in “Art of the Burger” Nationwide Competition

Global condiment brand Heinz announces the launch of “Art of the Burger” – a US competition to discover the ultimate burger creation. While open to both veg and non-veg submissions, Heinz encourages plant-based fans to challenge the status quo and use Heinz condiments to craft a restaurant-worthy burger masterpiece. The Grand Prize winner will receive $25,000 and have their burger featured at fast-casual chain BurgerFi in Fall 2022.  Building works of art For the contest, Heinz is asking burger enthusiasts to visualize every burger as a blank canvas, and use the brand’s classic portfolio of condiments as tools to transform any burger into art. According to the brand, the creations should be inspired by one or more of these artistic themes: Classical, Maximal, Minimal, Sculptural …

more

Veggie Steakhouse with La Vie bacon

Image: @lavie_foods, Instagram

VICTORY! La Vie Asks Burger King France to Add Vegan Bacon to Veggie Steakhouse Burger and Succeeds

Last week, French vegan bacon specialist La Vie launched a campaign appealing for Burger King France to add vegan bacon to its Veggie Steakhouse burger, after discovering that the conventional Steakhouse contains bacon while the vegan version does not. The Paris-based vegan brand backed by high profile investors including Natalie Portman, began with a social media campaign, including a photoshopped image showing the Veggie Steakhouse containing La Vie bacon. When it received no response, the company launched a petition, which quickly garnered hundreds of signatures. Next, La Vie took out a full-page ad in the newspaper Le Parisien. The ad shows an image of a tweet sent to Burger King by a customer, saying “Sorry guys, I’m waiting for the Veggie Steakhouse with La Vie’s …

more

animal_equality

©Animal Equality

Creative Compass to Offer $1.4M in Marketing Aid for Vegan Animal Rights Charities

International vegan marketing agency Creative Compass is launching a program to aid animal rights charities to receive a total of $1.4 million worth of free advertising. With the offer open to 12 eligible vegan charities, Creative Compass will provide help with essential campaign funds and training for animal rights organizations.  With a combined total of $1.4 million worth of free advertising per year available, each month a new animal charity will be set up with $120,000 worth of free Google Ad Spend per year through the Google Grants program. Creative Compass will then provide free training to help organizations with future campaigns.  Creative Compass has always provided digital marketing services for animal charities at significantly reduced prices, including for the Animal Save Movement, but with …

more

VFC Founders Adam Lyons and Matthew Glover

©VFC

British Meat-Free Brands: Your Marketing Tactics Are (Really) Working

Newly released marketing data from Adimo reveals significant growth in engagement, sales conversion and price comparison activity for British meat-free brands, which have seen a 108% YOY uplift in engagement in Q1 of 2022 due to effective marketing activity. The research finds that the sales conversion rate for meat-free brand activity stands at 14.12% this year — more than double the average for food brand activity of up to 7% — with organic searches as one of the highest converting for the meat-free category at 24.6%, followed by Paid Social, Display, Video and Paid Search respectively. Notable ad campaigns and marketing strategies over recent months within the plant-based category include: VFC’s many campaigns and witty social media engagement; LoveRaw’s mockumentary; Oatly’s OOH / online / …

more

Future Farms/ Anitta Partnership

©Future Farms

Pop Superstar Anitta Joins Brazil’s Future Farm as Newest Partner

Just days after socialite Kim Kardashian announced a high-profile partnership with Beyond Meat, Future Farm, one of Latin America’s leading plant-based brands, is enlisting the star power of another iconic celebrity to promote its products. Democratizing plant-based food Brazil’s Future Farms (also known as Fazenda Futuro) reveals Brazilian pop singer Anitta is joining the brand to help increase awareness and access to plant-based foods in the country. The singer’s participation will focus mainly on the innovation and marketing of new projects and products, company CEO Marcos Leta told Bloomberg Linea. Besides singing, Anitta is also an entrepreneur and businesswoman who acts as an advisor to NuBank and is head of creativity and innovation at SkolBeats, an AmBev brand. Regarding her new partnership with Future Farm, …

more

Vegan Friendly Meat Commercial

©Vegan Friendly

Israel’s Vegan Friendly Launching First US Branch with Primetime TV Campaign

Vegan Friendly, an Israeli nonprofit, is bringing its groundbreaking brand of vegan advocacy to the US for the first time. After successfully increasing access to plant-based food and raising awareness of factory farming in Israel and the UK, the group is opening its first US branch in New York City. Beginning next month, Vegan Friendly will also air a new ad campaign, “Hell of a Steak”, on US primetime television.  Innovative advocacy Founded in 2012, Vegan Friendly uses high-tech R&D to promote veganism through multiple creative platforms, including social media, billboards, ad campaigns, and large events, reports Israel21C. The self-sustaining organization has developed a number of successful projects, including the purple Vegan Friendly certification seal, which is carried on 8,000 vegan food products and 2,000 …

more

Beyond Meat Kim Kardashian

©Beyond Meat

Kim Kardashian Joins Beyond Meat as New Chief Taste Consultant

Beyond Meat (NASDAQ: BYND) announces it is partnering with media icon and entrepreneur Kim Kardashian in its latest campaign, which features Kardashian as the brand’s new “Chief Taste Consultant.” In the campaign, Kardashian will highlight Beyond’s plant-based portfolio with signature recipes and creative content in the brand’s newsletter. A stock boost Beyond Meat’s stock value reportedly jumped by 8% upon news of her endorsement. With over 300 million Instagram followers, Kardashian is a massive influencer and tastemaker in food, fashion, beauty and more. The superstar chose to work with Beyond because she is a long-time fan of the company’s products and mission. “I believe so much in the mission of Beyond Meat that I’ve stepped in to help with my greatest asset – my taste,” …

more

Just Egg Serena Williams Ad

©Eat Just

JUST Egg Launches New Ads Featuring Serena Williams and Jake Gyllenhaal

Food tech leader Eat Just announces a new JUST Eggs ad campaign featuring tennis superstar Serena Williams and actor Jake Gyllenhaal, who are both investors in the brand. The ads will air in major markets like Chicago, Los Angeles and New York City and are part of a larger campaign that will include billboards and extensive social media promotions.  Intended to poke fun at elite celebrity lifestyles, the ads are narrated by actor JB Smoove and show Williams and Gyllenhaal in different settings – Williams surrounded by experts who plan her day moment-by-moment and cook a perfect JUST Egg sandwich, while Gyllenhaal scrambles a pan of JUST Egg before resuming an exotic workout. The ads aim to show that everyone, famous or not, can enjoy …

more

Eve Vegan

Sponsored Post

EVE VEGAN® establishes itself as the new benchmark for certification only 5 years after its launch

Hélène Modrezjewski, a 38-year-old entrepreneur, is on the verge of succeeding in her wager: creating an international standard for the certification of vegan products, EVE VEGAN®. The story began a little over 5 years ago, with the intention, for this long-time activist and president of the Vegan France association, to work so that vegan products are recognised, identified, verified and certified according to a standardised process. Proposing a standard in this as yet unregulated field is a positive, transformative lever to ensure the reduction of animal consumption through the economic development of vegan products. From the outset, Hélène Modrezjewski’s ambition was to impose a European vision of certification, the acronym EVE standing for “Expertise Vegan Europe”. Today, the young company has certified nearly 6,000 products …

more

Mitali Deypurkaystha, founder of The Vegan Publisher

Mitali Deypurkaystha, founder of The Vegan Publisher. Image supplied

How to Write a Vegan Business Book as a Marketing Tool to Increase Your Profits

Many vegan and plant-based entrepreneurs have toyed with the idea of writing a vegan business book that influences others to become plant-based while establishing their business or brand. The Vegan Publisher’s founder, Mitali Deypurkaystha, reveals what it takes to write and leverage a book that makes both an impact and generates additional income. Focus on business needs Writing a book that helps others is admirable. However, it needs to be tempered by focusing on what a vegan entrepreneur needs to succeed financially, whether that’s more customers, higher-paying clients, investors, strategic partners or donors. Focusing solely on helping others without helping yourself will mean your business can’t grow and make the impact you want.  Define an overall reader need Fiction or autobiographies are read for fun, …

more

load more