Insight

Consumer: Personal Health, Animal Welfare and the Environment are the growing reasons to change food consumption habits while Taste ranks as the top reason to choose a food brand

Competition: is growing and there are established brands which already own a large SOV in the market.

TVB growth will come from loyal brand switchers as well as recruits into the category.

Culture: Our audience is happy to spend time cooking from scratch. Most people have a repertoire of recipes so we need to build TVB into their memory structure as an easy swap for all their favourite meals.

Channel: Our penetration target means exploring impactful, reach-driving channels to maximise awareness.

The Idea – Sacrifice Nothing

In 2022, our goal was straightforward:

Convince meat lovers looking to reduce their animal meat consumption

To Choose The Vegetarian Butcher

By building brand recognition and making it effortless for them to recreate their favourite dishes with our delicious vegetarian meat.

To achieve this, we adopted a “blitz and balance” media strategy—rapidly building strong reach among Flexitarians and Guilty Meat Eaters, positioning our brand as the go-to choice for stress-free and confident plant-based meal preparation.