ABOUT
The Meat-free category is exploding in the UK, but it was all heading in one direction with all brands rationally arguing that their product “tastes as good as meat”.
Future Farm, who had smaller budgets than many of the big players, wanted to enter the market with a new conversation, something that tapped into culture zeitgeist, resonated with consumers at a more emotional level, and rose above the rational “taste” arms race.
The goal was to redefine and shift the conversation in the Plant-based category from “we taste as good as meat” to Future Farm’s brand purpose of "enjoy Earth for longer".
To kick off, on the days the billionaires were boarding their dick shaped rockets we plastered “Missing Billionaire” posters across London with an 0800 number for people to express their frustrations. The calls came flooding in with hundreds leaving disgruntled (and hilarious) messages for our billionaires. Which we published on social media.
Next we upped the ante, launching a fake Mars Tourism Board, with a giant mural in Shoreditch, inviting consumers to join the billionaires and be the first to visit Mars, supported by street posters, pavement stencils, social media, and digital films. Which lit up social media with “WTF” sentiment.
Finally, we defaced all our artwork to revealed our true message “F*ck Mars, The Future is Earth, the Future is Delicious” along with branding, showing consumers we believe that food is fun, earth is awesome, and by choosing Future Farms, the future of both can be brilliant.
This campaign was able to dramatically capture the public mood. In just four weeks with only £150,000 in media spend, we were able to garner a miraculous 41% increase in brand awareness. This also resulted in a 37% increase in brand preference over Future Farm’s rivals and a 14% increase in the brand's appeal, with 38% growth in sales. On the media front we created 20.8Ml Impressions with 8.7M video views, 42K clicks throughs and 475% increase in website traffic.
MADEIT CREDITS
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Future FarmClient
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Alex HeffernanSr Designer -
David HeadCopywriter -
Ella Maria TramuntoAgency Planner -
James MechanicBrand Manager -
Jimmy LeungSr Designer -
Michaela ChanteMotion Designer -
Shaye ThompsonAgency Producer -
ElizabethArt Director -
Impero -
Mike TranAssociate Creative Director -
Ginny WilsonSenior Account Manager -
Michael ScantleburyExecutive Creative Director -
Longbin LiSenior Designer -
James ParkinsonMotion Designer -
Sophie HerkesSenior Account Director
Impero has been a Contributor since 25th November 2015.