Planted: Challenging the Meat Industry

The meat industry wanted Planted to shut the M up

Planted faced a unique challenge – the innovative plant-based meat brand was under pressure from the meat industry. They wanted Planted to stop using the term “meat” to describe their plant-based alternatives. We were tasked to bring Planted to the German market with a campaign that introduced the benefits of plant-based meat and sent a powerful message to the meat lobby.

Letting Facts Do the Talking

Planted had just conducted a Life Cycle Assessment (LCA) study highlighting that planted.chicken produces 74% fewer greenhouse gases than traditional chicken.

This gave us enough meat (pun intended) to capture the attention of the climate-conscious and data-loving German consumer base with a simple message – planted.chicken isn’t like chicken; it’s better than chicken. This was the start of the ‘Better Than’ campaign.

Then, we took over key political and cultural centres in Berlin with projections in smoke that served as a warning of the effects of what increased consumption of conventional meat could do to our planet. From the Reichstag to the TV Tower, the simple raised awareness for the next leg of our campaign.

Big Impact. Bigger Mural. Biggest Chicken.

The centrepiece of the ‘Better Than’ campaign was a giant chicken-shaped billboard in Berlin designed to do something no other chicken has ever done – absorb CO2. The installation, made entirely of plants, challenged what a chicken could be and stressed the positive impact of choosing planted.chicken.

For a month, the billboard spread its message, thanks to a hydration system that kept it blooming. To further minimize its footprint, every plant used in the billboard was replanted across Berlin after the campaign, reinforcing the concept of a chicken that contributes to the fight against climate change.

Activating the Community

To involve plant-based meat lovers, we hosted a tasting event with the Planted food truck in front of the giant mural. All of this was captured and shared on social media channels and through PR outlets, spreading the message even further.

Raising Consciousness and Brand Awareness

The campaign reached an environmentally conscious consumer base in Germany, challenging perceptions and encouraging a shift towards more sustainable choices. Even Top Chef Tim Raue joined our cause, promising to incorporate two of Planted’s products into his 2-Michelin-star restaurant’s vegan menu. What more could we ask for?