STRONG ROOTS

VEGANUARY RESPONSE
VEHICLE

BRIEF

To create a content-friendly product trial campaign for Strong Roots, that would inspire meat-a-holics to tackle their cravings with plant-based meals and in turn, help everyone on their journey of eating less meat.

SOLUTION

We capitalised on the time of year with those transitioning to plant-based diets after the New Year and created the Veganuary Response Vehicle, a PR-worthy sampling setup from which freshly-baked samples, the world’s first meat patch and recipe booklets were distributed to passers-by. The vehicle itself had an ambulance-like aesthetic with a flashing beacon that ensured a stand-out presence in eight nationwide UK locations, across fifteen live days.
 
The world’s first meat patch received a lot of media attention through its innovative scratch and sniff mechanic, especially after being endorsed by celebrity and professional boxer, Tommy Fury, which helped to amplify the wider activity online.

20,000

SAMPLES DISTRIBUTED