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The Meatless Farm

Building a digital marketing strategy to launch The Meatless Farm

Working in a genuine partnership with food tech start-up The Meatless Farm from the product development stage, allowed us to deliver a hugely successful digital marketing strategy that’s driving retail sales.

THE INSIGHT

2018 saw a 400% increase in veganism. While the mainstream media began linking meat consumption to climate change for the first time. As a result, there are now 22 million “flexitarians” in the UK,  reducing meat for health, ethical and environmental reasons.

But these topics can be divisive.  The category is also perceived as being bland as it tends to lead with functional messages.

In fact, our social listening showed that online discussion is instead focused on enjoyment and shareability. While indulgent food experiences are a big influence on changing behaviour.

THE APPROACH

We positioned the brand as a simple swap to a plant-based alternative that doesn’t compromise on the taste or texture of real meat.

THE OUTPUT

We developed a content strategy to offer recipe inspiration across all mealtime occasions. Alongside that we built a media plan to reach 30% of the UK population.

THE RESULTS

56 million impressions and significant retail success.

The lead retailer rolled out product in over 2,000 more stores. And the company has secured new deals with three other major UK supermarkets.

While Morten Toft Bech, founder of The Meatless Farm, had this to say: “While our products are all lovingly made with plants, the taste is what really makes Meatless Farm different – a point that the team at Media Bounty were quick to pick up on. We’ve developed a really effective partnership based on listening to our audience and delivering on their needs. We can’t wait to see what the future holds for the brand beyond this exciting launch into Sainsbury’s.”