Gardein
Richmond, British Columbia, Canada
the charge
Gardein Protein International, the makers of an all-natural meat alternative had a challenging launch ahead of them. With an unknown brand and a foreign product, they needed to expand their market share beyond the relatively small population of vegans and vegetarians.
the approach
Members of our team positioned Gardein as one solution to America’s mounting health challenges, using the product launch as a vehicle to spark a national conversation about healthful eating. Using consumer marketing, thought leadership, digital strategy and charitable giving not to promote a product, but to inspire and empower individuals to take control of their own health, we created the “Gardein Party” healthy food truck tour. Additionally, the campaign featured salon dinners with local health advocates, politicians and media in D.C., Boston, Chicago and Atlanta to insert Gardein into a larger, national conversation about the health benefits of reduced meat consumption.
the results
In addition to extensive sampling and positive consumer reaction throughout the tour, Gardein donated close to 10,000 meals to local charities and saw consumer online discussions nearly double during the tour. Gardein products sold out of each store on the tour!
PR • Social Media • Creative • Collateral • Events • Digital Advertising
