A leading producer of plant-based foods engaged FIR to help redefine the way consumers view plant-based spreads and increase awareness of the company’s health and sustainability-driven reboot of a popular kitchen staple.
From the start, we saw our task as more than merely helping our client change public perceptions of plant-based spreads. Rather, our goal was to build a movement that would drive industry-wide change by harnessing growing consumer interest in healthy diets and sustainable nutrition, and challenge entrenched competition in the form of traditional meat and dairy-based products.
Armed with insights from public opinion research across the client’s top global markets, we developed a series of market-specific messages focused on environmental, health, and lifestyle benefits of plant-based diets. We then utilized advanced data analytics to identify and mobilize a network of supporters – ranging from celebrities to professional chefs to home cooks – to deliver those messages to the right audiences in the most effective and efficient manner possible.
