cheat on meat
challenge
Knorr wanted to help families cut back on meat, encouraging vegetarian meals made with veggie stock. The brief had a strong environmental focus, but honestly, everyone knows the impact. The real problem is that nobody cared enough to change.
No preaching, have fun cheating. By giving people permission to cheat on their favourites with something equally as tasty, change instantly felt easier. Making it less about sacrifice and more about fun. And shouldn’t food be fun?
SOLUTION
We partnered with none other than the UK’s beloved Hairy Bikers, showing that even the staunchest of meat lovers are cheating on the side.
Our nationwide above-the-line campaign included radio and short-form social. To this day the platform is still running strong.
Creative and copywriter.
Created, developed and produced entire national brand platform. Oversaw in-house design and motion teams producing all digital campaign assets and in-store activations.
ROLE & Responsibilities
AGENCY & TEAM
AnalogFolk
Associate Creative Director:
Sara Pouri
Creatives:
Michael Venner & Andrea Vergara
Content Producer: Erica Sedgwick
Photographer: Samuel McElwee