NUGGS Launch Campaign
Plants don’t hit. They won’t call you names. Nary a one has even raised its voice in anger. And yet, a lot of people find plants terrifying.
We told them to get over it. Created with the input of 30,000 consumers, NUGGS are a plant-based chicken-nugget alternative with a bold voice in the Direct-to-Consumer world. The issue was how to translate that bravado into foodservice, where the restaurant’s brand gets dibs on tone.
The "Why Be Chicken" campaign invited patrons to put on their brave pants and order the plant-based nugget, because.
This tightrope walking direct mail, daredevil merchandise and a custom plant-chicken to-go container, all the elements supported consumers in their leap to overcome fear and let curiosity win.
This campaign and materials have now been deployed in both the US and Canada.
We told them to get over it. Created with the input of 30,000 consumers, NUGGS are a plant-based chicken-nugget alternative with a bold voice in the Direct-to-Consumer world. The issue was how to translate that bravado into foodservice, where the restaurant’s brand gets dibs on tone.
The "Why Be Chicken" campaign invited patrons to put on their brave pants and order the plant-based nugget, because.
This tightrope walking direct mail, daredevil merchandise and a custom plant-chicken to-go container, all the elements supported consumers in their leap to overcome fear and let curiosity win.
This campaign and materials have now been deployed in both the US and Canada.
Scope
Campaign Development
Art Direction
Packaging
Collateral Design
Illustration
Copywriting
Campaign
The campaign visuals were created via hand-crafted practical miniatures scaled according to the size for an individual nugget. Why yes, that hang-glider is a to-go paper napkin, we’re glad you asked!
The campaign came to life through a multitude of touchpoints including Instagram and Facebook posts, email, sales collateral, table tents, counter cards, posters, window clings, even gas pump signage and drink coasters.
Direct Mail
Originally, the tightrope walking nugget was balancing between the meat-eating lion and the plant-eating rabbit. Sadly, they didn’t make the final cut.
