LikeMeat Partners with 72andSunny Amsterdam to Launch Brand Platform in US and Germany

After a pitch process during lockdown that unlocked a whole lot of chemistry, the two brands unveil their first global work together for the plant-based brand, LikeMeat. The new global brand platform ‘So Good it’s Good’ created by 72andSunny Amsterdam wants to remove barriers to those looking for indulgence, championing pleasure instead of pressure and encouraging progress, not perfection. 

LikeMeat, founded in Germany and acquired by LIVEKINDLY Collective, believes that more people would be saving the world if saving the world tasted better. That’s why the brand believes the way to turn meat-eaters into flexitarians is through pleasure: not deprivation. The social-first 'So good it’s good' campaign is rolling out in Germany and the US, in line with the brand’s first sales listings in the US at Sprouts. The campaign is an invitation to enjoy the double pleasure of LikeMeat products; the pleasure of meat and the pleasure of not doing harm. A refreshing spirit of inclusivity and imperfection is embraced in the work, with lines like ‘I’m like 1/16th Vegan’ and ‘Do good, Eat dirty’. 

LikeMeat stands for inclusivity over labels, so casting was a fun part of the process that shows in the work; with imagery that features a characterful cast of meat-lovers and tongue in cheek headlines like ‘I’m like 1/16th Vegan’. No judgement here if your Veganism is part-time. To capture these moments with the vibrancy of the colourful LikeMeat brand, the agency worked with ex-’Bon Appetit’ photographer Alex Lau and his team in NYC. The photography captures a suite of visceral, unapologetically honest and witty portraits - that uncontrollable desire of the food we crave - dripping from forks and filling satisfied grins. 

This is the first work created since the agency won the pitch for LikeMeat, one of the plant-based heritage brands from LIVEKINDLY Collective. After the competitive three-way pitch, 72andSunny Amsterdam was appointed lead creative agency and is thrilled with the new partnership; putting creativity, purpose and partnership at its heart.  

“We believe the way to turn meat-eaters into flexitarians is through pleasure: not deprivation. We stand for progress, not perfection and, of course, having fun!”, says Emily Klooster, marketing director at LikeMeat. “It’s been a pleasure working alongside 72andSunny Amsterdam and seeing how they translated that mission into a set of brilliant visuals and witty copy that firmly place plant-based meat within the context of the crave-worthy, delicious food.’ 

Gregg Clampffer, creative director at 72andSunny Amsterdam said: “We are smitten with LikeMeat and its team. From day one we’ve felt an alignment on core values as a business- striving for progress, inclusivity and change. As plant-curious flexitarians, we ourselves are inspired by the opportunity to help create a poppy brand, driven by deliciousness and good-looking food. We’re excited to be partnering with the LikeMeat team and excited by the massive creative opportunity to be working with the LIVEKINDLY Collective. We’ve enjoyed digging in and look forward to helping them get a larger slice of the plant-based category pie.“

The DOOH and social assets are launching across multiple markets including the USA and Germany.