MAPLE LEAF 50/50
Half the meat, all the flavour.
Flexitarianism is on the rise, with a large percentage of consumers actively seeking to reduce their meat consumption. 50/50 was launched with these consumers in mind – offering a meat-reduction option for those who were not ready to make the move to 100% plant-based.
• SHOPPER MARKETING
To engage the Maple Leaf sales team on this new innovative product line, we created an internal video designed to educate and excite. Through research and storyboarding, we were able to further develop our shopper strategy based on insights found.
This new product addressed the needs of a more health-conscious consumer, and we developed a compelling message to drive awareness and trial with a consumer offer.
During the campaign we found 52% of shoppers were stocking up and buying multiple units on the same trip.
The combination of a rich in-store offer, along with social support, aided in the launch. Creative for both waves of the launch plan was clean and easy to read with a great appetite appeal to attract attention in-store and clearly communicate the message.
We saw over 700K impressions through digital and social ads which excited shoppers about the introduction of the NEW 50/50 product line. Increased interest in-store and online addressed the key benefits of consuming less meat while reassuring consumers that it tastes great.
Increased interest in-store and online addressed the key benefits of consuming less meat while reassuring consumers, who are looking to explore reducing their meat consumption, that it tastes great.