Better Nature has taken aim at KFC’s ‘Believe in Chicken’ marketing push with its first-ever out-of-home advertising campaign.
Under the banner ‘Believe in Tempeh’, the meat-free protein brand’s new campaign asks British consumers to give chicken “the night off”.
The stunt involves two high-impact billboards in London and marks the first public appearance of Better Nature mascot ‘Fred the Fox’.
It comes after a poll for Better Nature by Attest of 1,000 consumers in August found 54% of Brits were “bored of chicken”, with over a third open to trying new protein options and 19% ready to swap out chicken one night a week.
“The big chicken companies have put it firmly into the cultural conversation. We didn’t want to compete with that, we wanted to play with it,” said Better Nature co-founder and CEO Elin Roberts. “If they can get Britain believing in chicken, we can get Britain thinking about what else could be on their plate.
“Our tempeh soaks up flavour better than any other protein, brings something new to the pan, and gives people a healthier protein option with more good inside when they want to mix things up,” she added.
Better Nature co-founder and COO Dr Ando Ahnan-Winarno, the ‘Protein Doctor’, said that if everyone in the UK swapped chicken for tempeh “for just one night a week” it would add 457 tonnes of fibre to the nation’s diet each week.
With Britain facing a national fibre gap and 96% of UK adults failing to hit their 30g daily fibre target, he said “this one small swap could make a big difference”.
“Tempeh is a brilliant swap for chicken as it not only delivers a similar amount of protein, but it’s also full of fibre and (as a fermented protein) it’s packed with gut-friendly goodness too,” Ahnan-Winarno added. “We know that chicken lovers are not prepared to compromise on taste, which is why at Better Nature we’ve spent years refining our tempeh to make it flavour-hungry, which means it soaks up flavour more deeply and evenly to taste of the best things in the pan.”
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