Meat the Alternative

Flexitarianism is an increasingly popular, a meat reducing not excluding trend. Following a flexitarian diet is said to reduce your carbon footprint whilst improving your health. The rise of the flexitarian diet has led to people wanting to find alternative protein sources that are more environmentally sustainable.

It was in light of this movement that Meat the Alternative was created. Meat the Alternative provides extremely tasty and healthy, plant-based products with all the great flavour of their meat counterparts. Their range of products includes beef-style mince, beef-style meatballs, ham-style deli slices and chicken-style pieces.

We created a brand strategy, identity and marketing campaign, underpinned by the theme of joining a ‘meat-free revolution’. The brand is targeted at the flexitarian, meat reducers, not vegetarians and communication’s focus on taste first, health second. The packaging plays to the challenger personality of the brand and its approach to the category and product range.  The packaging sits in direct contrast to the market leaders conventional approach.  This design strategy not only created packaging that stood out in contrast to the competition, it spoke to the retailers regarding the potential to shake up the category and appeal to the growing amount of meat reducers who did not want to compromise on taste.