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Very Good Butchers conducts new campaign

Plant-based food company The Very Good Food Company has begun a digital campaign in Canada and the United States promoting its The Very Good Butchers brand. The campaign, called “Really Meaty. Really Plants,” will support the launch of a new line of products called Butcher’s Select. The creative focuses on the similarity of the plant-based foods to meat, as well as their environmental benefits. The ad depicts border agents following a meaty smell through a terminal, eventually finding a passenger’s plant-based meatballs. Sixty- and 30-second versions of the ad will run on YouTube, while a 15-second version will run on social media sites.

“Our new campaign drives home our mission to offer accessible plant-based options in order to make plant-based eating the norm,” said Mitchell Scott, CEO of The Very Good Food Company. “We’re here to disrupt the stigma that a plant-based diet means giving up everything you love about meat. We make our products with whole ingredients that’ll pack just as much of a nutritiously meaty taste as the meat that comes from animals. That’s what our new campaign is all about.”

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