NotBurger Joins The Juju to Surprise Those Who Know the Most about Meat: Argentines

The NotCo brand, which has revolutionised the plant-based food market, continues with its new advertising campaign together with The Juju agency. After having launched the new jingle: Ya Not I love you, a commercial directed by HUINCA is launching, challenging to put the new recipe for NotBurger hamburgers to the test.

In this first chapter, they test the biggest grilling experts in the country: The grillers of the historic burger carts of the Costanera of Buenos Aires.

The action consisted of inviting these grillers to try the new recipe for the iconic NotBurger hamburgers, without revealing that they were 100% vegetable. They documented their reaction and it was possible to see how they were not only surprised, but were satisfied with the burgers that recreate the flavour, juiciness and texture of a real burger using plants.

“We present the evolution of our NotBurger with a campaign that is framed in the 'Not Test' concept, because we trust that there is no better way to confirm that it is equivalent to meat and the best vegetable alternative than by putting it to the test of those who know most they know. This concept begins with Parrilleros and will continue to seek the approval of many others," mentions Cecilia Pato Vionnet, brand manager of NotCo Argentina. “To challenge the experts and have them confirm that NotBurger have the same flavour is incredible. In this spot we want to show that we do not give up our Argentine identity by not eating a meat burger. On the contrary, we are opening our minds and palates to new options that give us the same experience and that at the same time are more sustainable."