Plant-based products have gained a reputation for being nothing more than paltry poultry alternatives. We were tasked to not only introduce First Pride plant-based products to the audience, but also to make fans out of Singaporeans who have demanding tastebuds and exacting standards.
Planning & Execution
The global plant-based food market is currently worth 44.2 billion U.S. dollars, and is expected to rise to 77.8 billion U.S. dollars by 2025.
There are a variety of plant-based foods on the market, but there is still some caution around some plant-based products. First Pride wanted to launch a regional multi-channel awareness campaign – which includes TV, radio and OOH – with the message that their plant-based foods are satisfyingly meaty, surprisingly plant.
The real barrier of the plant-based category is taste and texture, causing anyone who enters the category to lapse. We worked with a goal to break the stereotype of plant-based, and innovate our products from a unique substrate made from wheat, soy and citrus fibre for a meat-like texture together with 3-step coating innovation to ensure maximum crispiness.
With the help of the biggest carnivore known to humans, Tony the T-Rex, we created the NuggetVerse to visualise deliciousness, joy, and craving—all the sensations one experiences when enjoying something truly surprising and satisfying at the same time.
We released this new film which introduces us to Tony the T-Rex. Beyond leveraging its size and reputation of a T-Rex, it shows the mind-changing experience from the first bite of First Pride plant-based products – symbolising how those averse to plant-based food will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too.