Situation:
Tasked with launching a B2B and B2C campaign for the Vegetarian Butcher aimed at encouraging people to swap at least six meat meals a year for vegetarian alternatives. The goal was to generate awareness, acquire and retain customers, build loyalty, and create advocates among Gen Z, Millennials, and Gen X consumers.
Task:
Revitalise the existing #sacrificenothing campaign by infusing it with actionable steps, empowering individuals to make the change to vegetarian options rather than merely advocating for it. The challenge was to drive behavioral change, encouraging more people to make the swap to The Vegetarian Butcher products more frequently. This required addressing barriers related to knowledge, sustainability, sacrifice, price, value, taste, and texture.
Action:
I employed Customer Experience (CX) methodology to guide my analysis, conducting thorough research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. After identifying the trailblazer mindset as a key factor motivating Gen Z users to adopt vegetarian options, I developed a campaign strategy centered around this insight.
My actions included:
Crafting messaging that positioned choosing vegetarian options as a trailblazing act, appealing to the desire for innovation and trend-setting among Gen Z, Millennials, and Gen X consumers.
Working with B2B partners in supermarket chains, convenience stores, pubs and restaurants, to align on key messaging.
Implementing educational initiatives to address knowledge gaps regarding the benefits of vegetarian diets and the quality of Vegetarian Butcher products.
Highlighting the sustainability and ethical advantages of choosing vegetarian options, aligning with the values of environmentally conscious consumers.
Offering incentives such as discounts or promotions to mitigate perceived sacrifices in taste or price compared to meat-based alternatives.
Leveraging various marketing channels, including social media, digital advertising, and in-store promotions, to reach and engage the target audience effectively.
Adopting an owned, earned, paid media strategy to optimise social media content and partnerships with food sustainability influencers.
Building accurate KPI’s for measurement and optimisation.
Result:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
The campaign successfully positioned The Vegetarian Butcher as a trailblazing choice for those seeking innovative and sustainable food options, leading to increased adoption and advocacy among the target audience.
This STAR case study demonstrates your ability to drive meaningful behavioural change through strategic campaign planning and execution, ultimately contributing to the success of the Vegetarian Butcher brand.