BrainStorm's Health-conscious Gardein Campaign

Vancouver-based Gardein, the revolutionary meat-free brand that is transforming America’s table, has launched a campaign in the United States asking consumers to “Start a healthy relationship” with their food. 

 

The campaign, developed by Toronto-based The BrainStorm Group, features lines like “Tired of the meat market?”, “A friend with nutritional benefits” and “Get swept off your meat” while digital media provides consumers with the opportunity to get to know Gardein foods a little better by creating a provocative dating profile for each food.

 

“The insight for the campaign was that consumers seeking a healthier diet through eating less meat can accomplish that with Gardein’s meatless options with almost no change to how they shop, cook or enjoy their food,” said Bob Froese, CEO at The BrainStorm Group. “That thinking drove the idea of asking consumers to ‘date’ Gardein foods rather than committing to vegan or other more complex diet changes.”

 

Concentrated in Los Angeles and New York with outdoor and taxi tv, the campaign includes a national overlay of digital media including innovative digital formats such as SAY Media and Pandora, all driving to an engaging Facebook experience with a Gardein “dating” gallery that allows fans to win a trip to Napa Valley and access a $1 off coupon to drive traffic to retail.

 

“Consumers have gone beyond simply contemplating healthier eating,” said Russell Barnett, the brand’s vice president, marketing. “It’s become the norm, even a point of pride and it opened the door to engage them with a campaign they enjoy. New Year’s is the perfect time for a conversation about starting new relationships and our playful online dating parody celebrates the new reality.”

 

 

Campaign Credits:

 

Campaign Title: Start A Healthy Relationship

Client: Gardein – Garden Protein International 

 

Creative Agency: The BrainStorm Group, Toronto

CEO: Bob Froese

Creative Director: Dorothy McMillan

Art Director: Alek Von Felkerzam

Copy Writer: Lee Cristiano

Director, Client Services and Strategy: Deborah Arbus

Director of Digital: Jonathan Kirsten

Account Executive: David Glow

 

Video Production: 4stroke

Audio Production: BoomBox Sound