CaseStudy: Vivera – Local Planet

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Changing eating behaviours across Europe

The aim of our vegan campaign in January 2022 was to increase awareness of Vivera as a tasty meat substitute in the Netherlands, Germany and the UK. Vivera is for everyone who is conscious of their meat consumption, for their health and/or for the planet. So, flexitarians, vegetarians and vegans.

We used TV to reach our core audience, upweighting Thursday to Saturday as core shopping days. We supplemented TV with YouTube and we ran a day-long TikTok takeover across three markets to reach a younger audience. We used YouTube bumpers, display and social media to send people to Vivera’s recipe page to inspire them with ideas and then used Facebook, Instagram and search to send quality traffic to supermarket sites where Vivera is on sale.

We grew the Vivera brand effectively and efficiently with a relatively limited budget.

Spontaneous awareness has increased in all markets: Netherlands +55%, Germany +200% and the UK +240%.

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