Challenge
Many meat eaters are open to plant-based food in theory. Chicken is where they draw the line. They do not believe a plant-based version can match the taste and texture of the real thing.
De Vegetarische Slager
How do we get meat lovers to give plant-based chicken a real chance?
Insight
Doubt fades when labels disappear. If you cannot tell the difference in a blind taste, there is no reason to keep doubting.
Idea
Together with Michelin-starred chef Ron Blaauw we launched The Grand Chicken Scam. Unsuspecting guests were served The Vegetarian Butcher’s NoChicken Chunks disguised as classic chicken dishes. Only at the end did we reveal the switch. Confusion, surprise and, most of all, conversion.
Execution
We worked with Ron Blaauw to design a menu that hid NoChicken Chunks inside familiar favorites, then captured honest reactions at the reveal. The campaign film invited everyone to join the #GrandChickenScam at home. Cook a plant-based chicken dish, serve it without explanation, and see how long it takes before someone notices.
- ClientThe Vegetarian Butcher & Young Dogs
- RoleCreative
- Year2024
- TeamAnastasia Danelli
