PLANTAGE BERLIN won LikeMeat as a client and, in their capacity as lead agency, is now responsible for their positioning, brand development and communication. At the core of their communication is the idea of enjoyment, sensuousness and meat – 100% vegan, that is. LikeMeat is a vegan product that looks and tastes like meat.
More and more people are living as vegetarians, vegans, or dabbling with flexitarianism. In so doing, they define rules and restrictions that turn eating into an evermore rational process. This often makes savouring secondary and also neglects some people’s residual desire for meat – many still find it hard to forgo the taste of a juicy steak.
Timo Recker, managing director of LikeMeat explains:“LikeMeat revolutionises the rationality-, restriction- and discipline-centric market of vegan food products. At LikeMeat it’s about the true and original meaning of food: taste and enjoyment.”
“In a time where nutrition has become a science, our campaign focusses on the enjoyment of eating,” Lennart Witting, PLANTAGE BERLIN’s Head of Creation. “We are happy to have impressed such a daring and highly innovative client. Because it requires a lot of courage for a manufacturer of vegan food products to place the desire for meat at its centre. Naturally this is only possible with the perfect product. The first meat that can call itself vegan.”
PLANTAGE BERLIN’s campaign is an ode to the senses. It captures the moment when oil starts sizzling, spicy aromas start swirling and your mouth begins to water. The first advertisements appeared in November in the “Lebensmittelzeitung” (the Grocery Newspaper) and the B2C magazine “Vegan für mich” (Vegan for me) amongst others. Further campaign measures are currently being planned.