BRIEFING
The Vegetarian Butcher offers a broad range of plant-based products for meat lovers who don’t want to sacrifice the taste, texture and tradition of meat classics. Driven by the mission to release the animals from the food chain, The Vegetarian Butcher produces plant-based proteins that can compete with animal meat.
Snapchat is leading the augmented reality (AR) revolution and currently has over 319 million users worldwide. Snapchatters are predominantly Gen Z and Millennials, with over 200 million active users who interact with AR every day. In the Netherlands the app has over 4,5 million users per month, reaching more than 70% in the age group of 18-34 year olds.
How can we activate the Snapchat community to join forces with us to take the animals out of the food chain? We want to connect to a Gen Z audience and get them to be the advocates for the brand activist community, leading more people to join our Food Revolution in a fun and engaging way.
Assignment:
Create a Snapchat AR Lens idea for The Vegetarian Butcher to go live on World Animal Day, showing users that with the new, plant-based meat, you can be an animal lover AND a meat lover at the same time.
PROCESS
The level of concepts we received for this brief was very high, all young creatives did an extremely good job connecting the brand and the platform.
We had 33 submissions and they were lucky to be reviewed by a big and knowledgable team on both the brand and platform:
- The Vegetarian Butcher Team (Irolt, Benedetta & Karlijn)
- Snapchat (Leander)
- TBWA (Joris)
- Wolfstreet (Jort)
RESULT
In the end, Samuel Moore & Koshila Perera won over both clients with their concept 'The Dancing Vegeterrier Hot Dog'. This idea brought back the iconic Dancing Hotdog that was a big hype on Snap back in 2017 with a twist: the Hotdog came back and they never knew that this piece of meat has actually always been plant based - just like the meat from the Vegetarian Butcher. By geo-locating the lens, the Dancing Hot Dog would only dance when the user is near Vegetarian Butcher products. Additionally, they thought of adding Snap codes to the shop floor as well.
The connection between Snapchat and The Vegetarian Butcher was spot on. They hit the right spot of the brief with an easy but well executed idea, which would be PR-worthy as well, think headlines like: ‘The Dancing Hot Dog is back: he is and has always been… plant based’.
Congrats, team! See you in Cannes in a few weeks already!!