The Campaign for The Vegetarian Butcher successfully supported the test listing in Switzerland 2020 as shown by the over benchmark ad Recall Rate.
Challenge
The market for meat substitutes in Switzerland has been rapidly expanding both in private label and branded, and shoppers are spoilt for choice. Our challenge was to launch The Vegetarian Butcher in an already cluttered market, with limited channels to assess brand suitability and uptake in Switzerland.
Idea
Build/Create a connection with Swiss meat lovers and convince them to try and continue to choose the range of products on offer. To do this, visibility was paramount. Our media choices were focused on creating awareness and a pull effect for the product launch at POS.
Delivery
Humorous copywriting helped the brand personality to stand out – with claims such as ‘The chicken is all over it’ assisting us in generating talkability. The brand’s partnership with Burger King brought additional momentum. OOH was employed around 42 test POS locations to create buzz and capture attention.
Digital executions addressed three individual audiences at different stages of the journey to replacing meat in diets – cautious replacers, flexitarians, and vegetarians. 15.5 million impressions were gained with high interaction rates. Our video campaign in YouTube had a completion rate 16% better than the benchmark, and the brand lift study showed a relative uplift in awareness of 48.9% (benchmark 22.29%). A geo-targeting layer was applied around the 42 POS locations to further encourage store visits. In social, we targeted audiences through Stories and video formats and achieved a 5.05% engagement rate, and retargeted Burger King fan to maximize the existing partnership.
Results
Quote from Unilever
With limited channels and budget, Mindshare was able to convince shoppers to try products from The Vegetarian Butcher and keep it in their grocery shop repertoire.