The Simplest Way to be a Sometimes Vegetarian

The Simplest Way to be a Sometimes Vegetarian

Wholly Veggie!

WHOLLY VEGGIE!

THE SIMPLEST
WAY TO BE A SOMETIMES VEGETARIAN 

THE WHAT, WHERE AND WHEN OF IT:

Wholly Veggie! was a small veggie brand trying to win in a large US market. They had a great product. But no brand.

Using Real Talk Insights, we learned that meat-eaters know they should be embracing more veg. But they feel that far too many brands either ignore them or try to guilt them into changing their ways

Democratize veggies for all became the brand’s mission.

From there, our creative idea was to embrace the dichotomy, and launch Wholly Veggie! under a platform called, The Simplest way to be a Sometimes Vegetarian. 

While our competitors were busy targeting health-nuts, we targeted the exact opposite: Meat-eaters. We created a sampling campaign that was backed up by a super meaty media playbook built around the most timely moment. We geo-targeted QSRs – from fried chicken spots, to burger joints – and bought up BBQ and meat-forward recipe pages on Pinterest.

Using one juicy contextual opportunity after another as a way to help us find traction in a very crowded market, we landed 1000s of veg-hungry meat-eaters in our DMs. Coupon redemption was so high it shut down Wholly Veggie!’s instagram account. When the campaign launched, we were in 2 Target locations. We’re now in over 1200, and there’s been an 8x increase in Wholly Veggie!’s valuation since launch.