Lightlife: Meat Without The Middleman
Being a “meat substitute” requires much unhelpful explanation. And being any substitute defines you as second-class.
Vegans and vegetarians represent only 6% of the food-consuming market, while nearly 40% of the market is actively trying to reduce their meat intake. Many of us also eat vegan/vegetarian meals unintentionally every day.
So without alienating our veggie-loving base, it felt more productive to communicate mainly with these so-called “flexitarians.” We identified some of the hottest demographics most likely to make a shift in their diets: millennials, and adults with active lifestyles to name a couple.
We’re targeting these groups through social media, broken down even further by certain psychographic indicators that place them in different positions along the Lightlife “decision funnel.”
Social media is a platform that allows for this type of accuracy in targeting with minimal waste. It also allows for rich media ad units and the ability to have a strong mobile presence. Lightlife is launching their campaign here and exploring other ad mediums in the fall.
We are meat. Not a substitute. A meat made from plants.
And just because we’re not made from animals doesn’t change the fact that we taste, feel and look like meat. Because we are.
Sure, we’re not technically allowed to call ourselves meat yet, and we’re going to make it clear how unjust that is. But don’t get us wrong, we’re not asking for permission here. We’re meat, we’re going to call ourselves meat, and we’re going to show you that we’re right. Deal with it.
Revolutionizing Community Management
Such a bold position and market redefinition was bound to elicit many questions and a little confusion. We anticipated as much as possible and had our spokesman address our consumers head-on with these social media response videos.
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They say we can't be meat because we're made from plants.But all meat is made from plants. All we did is take out the middleman.
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Who are you trusting to make your meat?An animal that farts so much it's literally warming the planet?
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Is meat still meat if it's made from plants?Well chickens are made from corn, so you tell me.
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Your almond milk didn’t come from an animal.Your burger doesn’t have to either.
