Meat replacements are on the rise in popularity. How do you convince the press and consumers of a new meat replacement in a category with strong competition and during winter, a season in which traditionally meat, bacon and sausages are consumed in abundance?

For the introduction of Vivera’s new plant-based bratwurst we developed a creative PR campaign: “Of je worst lust.” A Dutch figure of speech.

We tapped into the time of year when the media is focused on mash, often with sausage, but which can just as easily be completely ‘vegan’. In fact, after research, we discovered that mash was originally a completely vegetarian dish.

Under the motto: eating is knowing, we asked journalists, bloggers, and influencers to try out Vivera’s plant-based bratwurst at home. Naturally, we provided them with a mash recipe and accompaniments.

26 publications in titles such as Algemeen Dagblad, Living The Green Life, Chicks Love Food and more! With an online and print reach of over 2 million consumers, a social media reach of approximately 350 thousand consumers. For Vivera, an ROI of over 41 thousand euros.

Especially the publication in the Algemeen Dagblad is an interesting addition to this case. The Vivera Plant Bratwurst received attention in the section: “And, is it any good?”, where new products are tried and reviewed by the editorial team, external experts, and readers of the AD. Such a review is worth much more than an advertisement in which a product or provider promotes itself positively. This is the attention our client deserves! Vivera happy, we happy. Read the article here!