INSIGHT
Any vegetarian knows this feeling: you bite into something so convincing at a restaurant, you have to double-check it’s actually vegetarian. Isn’t that the best proof that plant-based meat has succeeded?
IDEA
We show how vegetarians hesitate to try our product. Because the resemblance to chicken meat is so big, As a true vegetarian it might be a bit scary to try it. Introducing: So much like chicken, vegetarians are scared to eat it.
EXECUTION
We reach out to known vegetarian influencers, asking them to partner up with us (without them knowing it's The Vegetarian Butcher). Then invite them to a dinner where we serve a meal with What The Cluck.
Verbal confusion rises as influencers question if the meal is vegetarian, only to be left in suspense by evasive staff. We capture the genuine reactions on hidden cameras, turning hesitation into the backbone of our campaign. Using these real responses for OLV, OOH and store displays.
