THE MOST EFFECTIVE CAMPAIGN EVER TO GET DUTCH PEOPLE TO EAT LESS MEAT

If we all reduce our meat intake, we can make a substantial contribution to the climate challenge. But unfortunately people think vegetarian food is not tasty and difficult to prepare, and they don’t know what positive impact it has on humans, animals and the environment.

That’s why we launched the “Veggie Favourites of the Netherlands” campaign. And to prove that vegetarian food can be delicious, we presented vegetarian versions of the country’s ten most popular meals. In addition, we informed the public about the positive difference that people made with their choice. Not in abstract carbon emission statistics, but in actual reduced mileage.

CLIENTS
Nationale Postcodeloterij, Albert Heijn and Unilever.
SKILLS
Proposition development, Concept, Execution.
ELEMENTS
TVC, radio, print, online, social, PR, DM, POS.

RESULTS

2,000,000

participants

1,210,290

more meat substitutes sold

2,752

Tons of carbon saved

15,900,000

equal to car kilometres

TRUE CAMPAIGNS
CREATE IMPACT

We not only measure brand performance but also sustainability performance of innovations based on environmental, economic and social indicators. Yep, we make sure our numbers add up.