Gardein is inviting U.S. consumers to dabble in a little casual soy.
The Vancouver-based company, which specializes in meat-free food products, has rolled out a new campaign in Los Angeles and New York in an attempt to strengthen its presence in the world’s largest consumer market.
The digital out-of-home, taxi TV and online campaign uses a dating theme to urge consumers to “Start a healthy relationship” with their food. The ads from Toronto’s The BrainStorm Group position Gardein products as meat alternatives that don’t require customers to adopt a strict vegetarian or vegan lifestyle.
It is the first campaign for Gardein from The BrainStorm Group, which picked up the assignment in the fall. San Francisco-based 26 Dot Two handled media.
The campaign coincides with the post-New Year’s period, when many consumers are attempting to act on their resolution to eat healthier and lose weight. One of the insights that fueled the creative strategy is that this is often a time of year when people assess their relationship and even look for new partners, said BrainStorm CEO Bob Froese.
“The idea is that with Gardein you can go out and have a nice date without making a lifelong commitment and without setting yourself up for a horrible experience,” he said. “Because of the makeup of the product, you don’t have to change the recipes that you use or how you make it. You don’t even have to change how you shop for it.”
Two 15-second taxi TV ads showcase Gardein products, including “Mandarin Orange Crispy Chick’n,” “Home Style Beefless Tips” and “The Ultimate Beefless Slider,” accompanied by supers reading: “Tired of the meat market?” and “Want a friend with nutritional benefits?”
They are complemented by a series of online banners appearing on U.S. sites, including HungryGirl.com, streaming music site Pandora, SAY Media and Weight Watchers. All of the ads link to Gardein’s Facebook site, which features a “dating” gallery of its products along with a $1-off coupon. The site also invites consumers to enter a contest for a chance to win a trip to Napa Valley.
It made sense to focus the campaign on New York and Los Angeles since they are already vegetarian-friendly markets, said Froese. “Those markets are more forward in their eating and nutrition knowledge and habits, and that is where a lot of these types of trends start.”
Gardein products are aimed at adults 25-45 with a slight female skew. The product appeals to people that tend to live active lifestyles and are seeking diet adjustments as opposed to radical new ways of eating.
