Creating a new brand in a crowded, rapidly growing category
Late in 2018 Carl’s Jr. fast food chain introduced a plant-based burger on its menu. This catapulted the flexitarian movement, with consumers making a seismic shift to meatless protein alternatives. Farmland Foods asked us to help them brand and bring to market a plant-based foods line. New meatless brands already had a foothold in the marketplace, along with long-time vegetarian brands.
We leveraged the equity of the Farmland brand and jumped off the ‘from the farm’ persona as the foundational niche for the line. Competitive brands were perceived as being developed in a laboratory, so we brainstormed names for the line, with the winner being Pure Farmland. One obstacle to consumer acceptance of plant-based meat alternatives is lack of confidence when cooking. So we created packaging with large appetite appeal on the PDP, and heavily promoted recipes on the back label, employing QR technology. We handle photography for the line, including social imagery.
The look is clean, particularly the logo font and simple leaf graphics. The rollout included the graphic standards manual, point-of-sale components, recipe booklets, sales support tools, couponing and internal brand ambassador graphics.
Our speed-to-market mindset helped get the line to market in less than 6 months. With the global market for meat alternatives forecast to be $140 billion by 2029, the brand is poised for growth as new retailers continue to sign on.