Challenge: The Denny brand has been associated with meat products for over 200 years. We were tasked with raising awareness and driving trial of the new Denny Meat Free range. Our aim was to get our target audience to seek it out and give it a try when they are looking for ways to eat less meat.
Solution:
Our brand platform, “Unbelievable”, really captured the overwhelmingly positive reaction Denny had to their new meat-free range and actually leaned into the fact that people are genuinely pleasantly surprised, if not a little shocked, at how good the product tastes!
The campaign was brought to life across social media, digital advertising and proximity Out-Of-Home, helping Denny become the fastest-growing meat free brand in the country.
The campaign was brought to life across social media, digital advertising and proximity Out-Of-Home, helping Denny become the fastest-growing meat free brand in the country.
To land the concept of it being ‘unbelievable’, it was important for Denny to work with talent outside of the category norms – we didn’t want this to be seen as products that only resonated with internet ‘foodies’, but rather something that was so surprisingly tasty it transcended that world and showed up in surprising scenarios too!
The audience were clearly going to be situated heavily online during the ‘Veganuary’ period and thus an influencer lead approach was the chosen route. This meant we could also explore outside traditional AV which the brand has been best known for through the years. It was imperative that the content be entertaining and engaging given the platform we were live on and the talent we were engaged with, while also making sure that the product was at the heart of the messaging.
As the tagline ‘Unbelievable’ was the main focus of this campaign, we wanted this to transcend on screen by having two high profile Irish faces that wouldn’t normally cross paths, come together. From the acting world we had Derry Girl’s Jamie Lee O’Donnell and from the Influencer scene we had James Kavanagh – who come together in a “behind the scenes” style comedy skit that captures the interaction between these two very different people, while having Denny’s meat free range at the core of the piece.
