Branding, Comms, Creative, Digital, Strategy

Meat-free marketing with a mission.


Leading meat supplier ABP asked for our help creating a brand and product line totally separate from their normal offering: a meat free burger. We started with audience research, setting our sights on a wider cross-section of supermarket shoppers than the standard vegetarian and vegan demographic. Then we created a brand to appeal to that audience, something to stand on its own in the meat aisle, not compete with the same old bean burgers. Choice and flexibility were key.

The result was EQUALS, a burger that proves meat-free equals the real deal. Our creative team went to work on everything from packaging design to an ad suite, all ready to roll out on launch in Asda stores. We commissioned bespoke photography to show off the EQUALS burger, and launched a landing page featuring a distinctive brand story in line with the tone of voice our copywriters also delivered.