Gardein
Richmond, British Columbia, Canada
A Food Truck With an Agenda
Gardein came to America as an unknown Canadian brand selling meat alternatives to a country that wasn't asking for them. Chasing vegans alone would have capped the whole thing, so we skipped the category and went after the conversation instead: America's health, and who gets to control it. The Gardein Party was a food truck tour that pulled up where nobody expected it, handed out three varieties, and asked people to sign the meat-free challenge. Every pledge bought a meal for a local charity. Around it we ran digital and social, plus salon dinners in D.C., Boston, Chicago and Atlanta with health advocates, politicians and press, so a product launch sounded like a national argument worth joining. One month later: 6,500 meals donated, online conversions nearly doubled, 12,000 Facebook fans, and more positive sentiment than every competitor in the category.
PR • Social Media • Creative • Collateral • Events • Digital Advertising
