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BrainStorm's Health-conscious Gardein Campaign


Tired of the meat market?

BrainStorm's Health-conscious Gardein Campaign


Vancouver-based Gardein, the revolutionary meat-free brand that is transforming America’s table, has launched a campaign in the United States asking consumers to “Start a healthy relationship” with their food. 

The campaign, developed by Toronto-based The BrainStorm Group, features lines like “Tired of the meat market?”, “A friend with nutritional benefits” and “Get swept off your meat” while digital media provides consumers with the opportunity to get to know Gardein foods a little better by creating a provocative dating profile for each food.

“The insight for the campaign was that consumers seeking a healthier diet through eating less meat can accomplish that with Gardein’s meatless options with almost no change to how they shop, cook or enjoy their food,” said Bob Froese, CEO at The BrainStorm Group. “That thinking drove the idea of asking consumers to ‘date’ Gardein foods rather than committing to vegan or other more complex diet changes.”
Concentrated in Los Angeles and New York with outdoor and taxi tv, the campaign includes a national overlay of digital media including innovative digital formats such as SAY Media and Pandora, all driving to an engaging Facebook experience with a Gardein “dating” gallery that allows fans to win a trip to Napa Valley and access a $1 off coupon to drive traffic to retail.
“Consumers have gone beyond simply contemplating healthier eating,” said Russell Barnett, the brand’s vice president, marketing. “It’s become the norm, even a point of pride and it opened the door to engage them with a campaign they enjoy. New Year’s is the perfect time for a conversation about starting new relationships and our playful online dating parody celebrates the new reality.”
Campaign Credits:
Campaign Title: Start A Healthy Relationship
Client: Gardein – Garden Protein International 
Creative Agency: The BrainStorm Group, Toronto
CEO: Bob Froese
Creative Director: Dorothy McMillan
Art Director: Alek Von Felkerzam
Copy Writer: Lee Cristiano
Director, Client Services and Strategy: Deborah Arbus
Director of Digital: Jonathan Kirsten
Account Executive: David Glow
Video Production: 4stroke
Audio Production: BoomBox Sound
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Categories: Food, Thu, 10 Jan 2013 10:02:37 GMT