International food tech company Future Farm has released a campaign and meat-free product range into the Australian market via Alchemy One.
Future Farm’s ambition is to change the way Australians eat; where a plant-based diet does not mean you have to compromise on taste. No GMO. No Bull!
The campaign aims to disrupt the established conventions within the alternative meat category. Alchemy One designed a distinctive strategy that combines digital with programmatic outdoor that not only aims to raise awareness of the range; but to provoke consideration in testosterone fuelled environments such as gyms.
To further enhance consideration the team employed smart use of Fly Buys data and worked closely with Future Farm to complement their approach in and around stores to drive through to sales.
Future Farm brand manager, Kim Moraes said: “Future Farm believes that delicious food should not come at the cost of our planet.This campaign shows in a fun and light-hearted way that plant-based meat can be delicious and joyful”
“Alchemy One not only delivered a great media plan, but since day one has brought business insights that were crucial to define more accurately our target audience. And not only that, the media strategy inspired the creation of new assets and creative approaches to the campaign such as the programmatic outdoor in the gyms.”
Group business director at Alchemy One, Huong Nguyen, said: "It’s not often that you get to work with such a truly challenger brand and client that are so aligned to the values of our business."
"We believe in creating a more sustainable future and what better way to do that than to bring to life the reality of a flexitarian future with this entertaining, distinctive and impactful campaign."
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