LIGHTLIFE
How do you sell a meat substitute to meat eaters? You don't. You sell them meat, made from plants.
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First we had to make our case. |
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But we couldn't forget about the animals. Especially in a social campaign. |
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We also had to address some haters. |
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The tone we set wasn't just welcoming to newcomers, it allowed us to turn haters and trolls into content. We even converted a few. This allowed us to have fun with it, especially with new product launches. |
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Breakdown: The message might have worked a bit too well, because sales grew so much that one of the largest meat companies in the world ended up buying them. All on a budget so small that I had to direct these videos myself.
