Meat substitute Morningstar Farms targets flexitarians’ mid-week dinner battles

The mid-week struggle to come up for dinner ideas is at the core of a new campaign from Kellogg’s meat substitute, MorningStar Farms.

The campaign targets the growing number of ‘flexitarians’ who are reducing their meat intake for health and environmental reasons.

The campaign, created by Akkomplice, has kicked off in Australia after launching in New Zealand late last year. The Australian version of the campaign has been expanded to include TVCs.

The new launch also includes recipe videos created by Akkomplice executive creative director and former Masterchef finalist, Sara Oteri. Oteri also did all the food styling for the new ads, which were shot by production company Moo Motion.

“We are delighted with the success of the MorningStar Farms campaign so far and being able to extend the campaign into TV will only help in convincing Aussies and Kiwis that going meat-free doesn’t mean going taste-free,” Oteri said.

Akkomplice | Morning Star Farms, Un-meat your midweek

Kellogg’s Australia senior marketing manager, Dan Bitti, said: “Morning Star Farms is a category pioneer in plant-based foods in North America, and we’re excited to be at the front of a global market expansion into Australia.

“Almost half (49%) of the nation are considering eating more plant-based meals, but for most, they don’t know how to go ‘meat-free. Morning Star Farms makes it easy to take your favourite midweek meals and ‘un-meat’ them.”

The campaign will also appear on social media and out-of-home.

Kellogg’s Australia (Client) Dan Bitti (Senior Marketing Manager), Joanne Doran (Marketing Manager New Zealand), Sarah Hagarty (Senior Brand Manager)

Akkomplice (Agency)  Sara Oteri (Executive Creative Director), Alf Lee (Copywriter), Nicole Torrington (Account Management), Moo Motion (Production Company), Jono Cowan (Director/DOP), Jake Weatherson (Producer), Zenith Media (Media)

Published on Mumbrella

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