How plant-based
With the market seeing fast growth, it is important
for brands to think differently and be more creative
to cut through.
Meatless Farm ran their first large-scale OOH campaign to encourage people to reduce their meat consumption. The creatives amplified their playful slogan “Now that’s a M*** F*** burger” to generate
a buzz and truly stand out in a very competitive space.
This campaign ran across Adshel Live, Billboard Live and Storm, as well as Sainsbury’s Live and Asda Live to support stockists and influence purchases in stores.
The UK vegan market continues to see huge growth as demand for plant-based alternatives soar. Health conscious consumers are becoming spoilt for choice as an influx of vegan produce fill the shelves of food retailers, and popular food chains continue to introduce plant-based additions to their menus.
With Veganuary around the corner, here are a few examples of how brands are growing their vegan offering, using Out of Home to drive awareness (with a side serving of humour) and stand out amongst the increasingly competitive vegan food market.
Meatless Farm
Spark a conversation
Oatly continue to use the power of OOH to deliver creatives that make an impact. Their latest campaign made excellent use of classic creativity to help normalise vegan produce.
To compliment their Adshel Live activity, Oatly ran a bespoke 2D special build installation, complete with large arrows pointing towards their dairy-free yoghurt, helping to reinforce the idea that plant-based
products taste normal and delicious.
The impressive creative stood out even more with illuminated light bulbs, helping to deliver brand fame.
Oatly
Build
brand fame
EMILY, took a brave decision to run their first ever OOH campaign despite the lockdown restrictions coming into effect. Using Adshel Live, they ran activity in proximity
to stockists to promote their healthy vegetable crisps.
Despite a significantly reduced OOH audience, this campaign drove huge amounts of positive PR using clever and relevant copywriting, resulting in images
of the OOH campaign being amplified across social media. EMILY went on to run further activity on Sainsbury’s Live, Malls Live and premium-format Storm, increasing brand awareness as well as driving better sales than expected.
EMILY
Relevant
context matters
Tofoo used Adshel Live and a combination of
classic 48 and 96-sheet billboards across London
to strengthen their brand presence and change perceptions of how tofu can be consumed.
The eye-catching campaign used colourful creatives and snappy copy, providing consumers with inspiration of how Tofoo could be used to substitute meat products, often found in popular foods.
Tofoo
Drive sales
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“This Out of Home campaign strengthened our brand presence and sales in London”
Thyrth Jarvis, Marketing Manager
It’s no surprise to see fast food brands also tap
into the vegan trend to give consumers alternative choices. KFC used Adshel Live and Billboard Live to promote the return of their popular vegan burger.
Using smart planning, creatives were scheduled to run on DOOH screens in close proximity to stores, making it easier for consumers to visit and make a purchase.
KFC
Effective planning
brands grow on
Out of Home
53% of people are more likely to choose products advertised on posters
Source: Toluna Clear Channel Wellbeing Trends 2020
Source: OnDevice Research
Nearly 3 in 5 people want to see restaurant menus include healthier alternatives
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