Brand Strategy, Creative Direction + Design
allplants – Foundations
Vegan. By all accounts an unpopular thing to be when I joined allplants in 2018. As the only non-vegan in the office, I was known to skulk in the Lidl car park eating my morning croissant; an attempt to avoid the judgement I assumed would come my way. So the challenge: how to launch a brand into the mainstream when there was so much baggage surrounding it?
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Brand strategy
The allplants customer has never been primarily vegan, and the majority of them are not ‘end-gaming’ it as a permanent lifestyle choice. We made the decision early to swim in the opposite direction of the restrictive sanctimonious category norms that went before us.
We applaud the effort, embrace the inevitability of failure and poke gentle fun of the binary vegan stereotype from the inside.
We’re all plants, but you don’t have to be.
Design: Rachel Fingleton | Photography: Val Concordia
TV
We collaborated with the team at SNAP LDN on two TVCs (below). They encouraged us to be bolder in our positioning and face the stereotypes head on. This relatable approach proved a huge success, with 80% of respondents to TV ad testing claiming to like or love it. I worked with SNAP closely from concept through to post-production.
Owned, Earned + BTL activation
Creating consistency across all touch points is a challenge in a startup where the ground is always shifting. It’s also a must with leaner teams and budgets. We provided assets for the full funnel from tactical performance ads to landing pages and lead capture competitions and flows with editorial guides for people flirting with veganism for the first time.
Recipes + Guides – Digital download for lead capture
Organic Social
During Veganuary we hosted confessions sessions via Instagram stories, the response rate beat any content posted previously by 300%. We followed the confessions up with a set of recipes for our blog, Planted, helping to extend the campaign cross channel and build community sentiment.
Performance
We adapted the messaging for the direct response formats such as DMs and performance ads. Also ensuring to cover the fundamentals of social proof and user need states (for example, high protein meals).
Acquisition DM
Performance Ads Sample (Meta)
Organic Search (YouTube)
For the Jan 2022 campaign, we turned some of our best performing blog posts into YouTube content to increase our search reach, discovery and brand awareness.
Read more about my foray into driving organic traffic.
Recipe videos – Vegan versions of top searches
Experiential
Working with Studio Something, we hosted an activation on ‘break your resolution day’ as a tongue in cheek way to help London keep their cheese cravings at bay.
Interactive Billboard – Vinegar Yard, London