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Greenfield Meatless Monday

Greenfield Meatless Monday | Greenfield Natural Meat Co. | Havas
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basics
Industry: Food
Media:Print
Market:Canada
Style: Minimalism
descriptioncnen
Synopsis
Greenfield Natural Meat Co. has always had the goal of becoming the world’s leader in sustainable meat. Their animals are never given hormones or antibiotics and they are given only the best feed and are never housed in pens or cages. But Greenfield recognized that production was only one half of meat’s sustainable story. The other issue with meat’s impact on sustainability was its over-consumption. We're eating too much meat. In North America, most households consume twice the recommended amount, which is leading to an elevation in greenhouse gasses and a strain on our water, land and feed resources. Meat at its current rate of consumption is not sustainable. Greenfield decided to tackle this problem head-on. Their main objectives were to: a) Encourage consumers to think about the meat they were eating b) Convince consumers to eat better, more sustainable meat c) Lastly, they wanted consumers to eat less meat.
Strategy
Through our research, we understood that North American consumers were looking for better food options and were willing to pay a little more for food that they could feel better about. However, we also knew that these same conscientious consumers weren’t thinking about their meat consumption level and its effect on the planet. Our goal was to convince these consumers that they should be trying to eat less meat and that when they do choose to eat meat, they should buy better, more sustainable meat like Greenfield. This meant finding an approach that didn’t alienate our consumer while we were trying to inspire and educate them. Our solution was to communicate the idea that “if you love meat, you should eat it in moderation thus ensuring that it can be around for future generations.” In short, to make consumers receptive to our idea we didn’t vilify meat, we celebrated it.
Relevancy
This campaign’s main goal was to get people talking about meat and its impact on our planet. And with a relatively modest budget, our main weapons in this challenge were social media, word-of-mouth and of course public relations. We knew that with a meat company deciding to support meatless Monday, we had a bold idea that could capture people’s imaginations, but it we also knew that we would need to create the campaign in such a way that it could be shared easily by influencers, journalists and consumers alike.
Outcome
This was a campaign that was designed to get people talking. And it did. With millions of views and over 100 million media impressions, our message reached far beyond our modest budget. Greenfield’s pledge to go meatless on Monday made its way onto major networks like NBC, ABC, CBS and Fox as well as Business Insider, Contagious and Trend Watching. A Google tracking study revealed that over 52% of viewers watched our videos through to the end, compared to the standard of 20%. And brand affinity for Greenfield skyrocketed. Interest in the brand rose an incredible 434% and visits to Greenfield’s site rose 250%. And finally, from Tuesday to Sunday, our target decided to eat more sustainable meat with Greenfield’s sales increasing 10% since the launch of our campaign. A meat company going meatless was just the message Greenfield needed to breakthrough to their target.
Execution
We began this campaign with a launch video that outlined Greenfield’s commitment to going meatless on Mondays. This video also began the discussion about the benefits of eating meat in moderation. This video then led to a Meatless Monday page on GreenfieldMeat.com. On this page consumers could find important statists about meat’s environmental impact along with fun sharable posts and meatless recipes. Later in the campaign we ran targeted static social and out-of-home executions. Each of these posts generated a tremendous amount of conversation. Many consumers were very supportive of our message, however there were also various angry individuals who wrote messages of disapproval. Naturally, we welcomed these messages too, as they helped spread our campaign to consumers who wouldn’t normally be exposed to it. Our goal was to start a conversation about meat and its unchecked levels of consumption and that is exactly what happened.
CampaignDescription
The creative idea was as simple as it was controversial: the Greenfield Natural Meat Co. would become the world’s first meat company to support Meatless Monday. But we knew that this could not just be a ceremonial gesture. For this campaign to be effective and to truly get people thinking about meat and its effect on our planet, Greenfield needed to make a true commitment to educate and inspire. And that’s exactly what they did. As a company they went completely meatless on every single Monday. Their employees, their web presence and most importantly, their social feeds were completely meatless on every Monday. And even during the days leading up to meatless Monday they were talking about the importance of eating better meat and eating it in moderation.
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Other credit:Associate Creative Director: Brian Allen
Agency Producer: Francesca Marchese
Colour / SFX: Studio Feather
awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Sectors > Food & Drink
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