More than 40 of the UK’s leading meat-free brands and organisations have joined forces in a category-wide campaign aimed at driving penetration and growth.
The campaign, ‘Meat Free Made Easy’, has launched as a “large scale, test-and-learn activation” across Instagram, press and influencer channels.
Its initial launch is focused on “helping consumers imagine themselves trying something new and seeing meat-free as normal, flexible and worth a go”.
The brands involved include Quorn, Linda McCartney’s, The Tofoo Co, Squeaky Bean and The Vegan Food Group, alongside plant-based restaurants, retailers and advocacy groups.
They are hoping to reach the 51% of UK adults who intend to make changes to their diets and consume either more plant-based foods (38%) or less meat and dairy 33% found in new research commissioned by Plant Futures, Good Food Institute Europe and HarrisX.
“This is the first time the plant-based sector has come together at scale to actively drive category penetration through the power of collective action and coordination,” said Indy Kaur, CEO of Plant Futures, a UK-based agency leading the campaign. “This campaign is built around real insights, design thinking and a systems change approach to inspire millions of people to shop the category.
She added it was “rooted in behaviour change research showing that the most powerful lever for adoption right now is ease”.
The data showed that only 45% of UK adults feel confident cooking with plant-based foods, compared with 83% for meat and dairy.
As only 50% believe plant-based foods are important for a nutritionally balanced diet, the campaign will communicate the health benefits of more plants.
Social proof is low, with only 24% having friends or family who eat plant-based, compared with 86% who eat meat and dairy, which the group said showed the importance of building cultural momentum.
Finally, the data revealed the need to build new habits through repetition and nudges, with only 27% of UK adults choosing plant-based meals out of habit.
“Consumers aren’t necessarily resistant, they are uncertain, lacking in confidence, capability and knowhow,” Kaur added.
The brands are preparing for a wider launch in the last quarter of the year, which will include in-store activations, promotions to prompt trial and a wider cultural push to build new norms around meat-free eating.
The audience strategy targets three key segments including older consumers focused on weight loss, younger, fitness-focused people seeking high-protein and fibre, and midlife consumers aiming for health and variety.
“We need fewer rules, and more real-world solutions,” added Henry Dimbleby, author of the National Food Strategy. “This is the kind of collaborative leadership that moves consumers – and the category – forward.”
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