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
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.