Plant-based meat brand taps emotional insights for launch
As the global demand for sustainable and healthier food options grows, a leading F&B conglomerate aimed to capture this trend by introducing a new plant-based meat brand in Asia. The objective was to not only enter the market but to resonate deeply with consumers' values concerning health, environment, and ethical consumption.
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The conglomerate collaborated with Brandtative to create a brand that would appeal to the emotional and ethical values of its target demographic. The process began with an extensive workshop involving cross-functional teams from marketing, product development, and consumer insights. This collaborative effort was aimed at defining the brand's rightspace, encapsulating the emotional connection consumers would have with plant-based foods, focusing on themes of health, sustainability, and modern lifestyle choices.
Key deliverables included:
Naming: Crafting a brand name that was memorable, culturally resonant, and reflective of the product’s benefits.
Brand Voice: Developing a consistent tone and messaging that communicated the brand's values and emotional benefits, tailored to resonate across diverse Asian markets.
Packaging: Designing visually appealing packaging that stood out on shelves and clearly communicated the product’s plant-based nature and health benefits.
Marketing Guide: Creating comprehensive guidelines to ensure consistent branding across all communications.
Ad Campaign: Working with an incumbent agency to rollout a multi-channel advertising campaign that leveraged emotional storytelling to highlight the benefits of a plant-based diet and its positive impact on personal health and the planet.
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The brand successfully launched across major Asian markets, with the products quickly gaining shelf space in leading supermarkets and online platforms. The distinctive packaging and clear brand messaging set the products apart in a rapidly growing category.
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Post-launch, the brand quickly gained traction. There was a significant increase in brand awareness, with surveys indicating that consumers felt a strong emotional connection to the brand’s commitment to health and sustainability. Sales exceeded initial projections, with a substantial uptick in both online and in-store purchases. The ad campaign, particularly its digital components, generated high engagement rates, further amplifying reach and consumer interest.