Meat Without the Middleman

So we went into Lightlife’s office and declared that their company, their industry—heck, the entire world—was completely wrong. Somehow all of them had decided that meat could only come from animals. But we had a different story to tell.

91% of the U.S. population eats meat because animals are delicious. But they’re not the only things that are delicious. In fact, they’re not the only things that can make meat.


18% month-on-month growth for the duration of the campaign. Increased household penetration by 26.2%. Brand perception shifted from “vegetarian” and “substitute”, to “meat” and “delicious”.