Alpha Foods’ fake meat has real consequences…making people turn vegan. We created a class action lawsuit featuring some pixelated celebrity former meat-eaters and ran ads on late night TV to get people to sign up for it.
Role: Copywriter, Creative Director
Campaign Case Study:
Class Action Launch Video:
Online Films:
We also placed posters in major cities letting them know about the promotion
On AlphaFoodsClassAction.com, users can sign up for the lawsuit.
Meat lovers were targeted on social with sponsored content.
On 1-833-NO-PLANTS you can sign up for the class action lawsuit
and hear testimony from other plant-eaters and sign up for the lawsuit.
This campaign won two Gold Effies (food and production budget) and one Bronze Effie (challenger brand).
Have you or someone you know fallen prey to the deception of vegetarian meat substitute products? You are not alone. Plant-based protein company Alpha Foods' latest campaign plays on the premise with a "class-action lawsuit” against the company headed by the blurred — but familiar — silhouettes of a clown, red-headed girl, and southern colonel who claim to have been tricked into practicing veganism.
The campaign features a 50-second spot styled after the ever-entertaining commercials for class action lawsuits and personal injury lawyers. A suited gentleman screams in front of a bookcase, inquiring:
“Did you unknowingly become vegan because of Alpha Foods plant-based products that taste too good to be true?”
Later, three blurred figures explain the harm their newfound addiction to plant-based products has caused them. While their features are fuzzy, they bear a keen similarity to KFC’s Colonel Sanders, Wendy’s Wendy, and McDonald’s Ronald.
The spot aims to mock the sort of meat-eaters who fear plant-based alternatives, which have been rising in popularity in recent years.
“You don’t have to change your entire diet and personality when you try plant-based—just change up what you eat on a Wednesday night," Kierstin De West, Alpha’s chief marketing officer, said in a statement. "As the flexitarian movement grows, there’s never been a better time to try something new that’s good for your body – it’s all the benefits without the sacrifice.”
The campaign was created with creative agency Mischief @ No Fixed Address. Customers can call the number or visit the website in the commercial to access a free Alpha Foods burrito or a $1 coupon for any Alpha Foods product.
Notable Awards
Effie Gold - Food, Effie Gold - Small Budgets Products, Effie Bronze - Challenger Brand Solutions