Experts say that by 2050 the world’s population is set to increase by 30%. If we don’t make any changes to our diet by then, the increase in meat production is forecast to reach unsustainable levels of demand.

For this brief, the client was looking for a new campaign to promote World Meat Free Day which would help encourage people to go meat free for the day.

The key was to demonstrate to people not only the positive impact it can have on health and the environment, but also how delicious and easy it can be, so that people consider going meat free more often in the future.

This is a topic of great concern at the moment and there is a lot of campaigning taking place already, particularly in respect of the Vegan agenda. We discussed and researched some of the other campaigns for inspiration which were many and varied in their approach. It’s important to be emotive but not to cause distress in this instance as this is positive movement, not designed to stop people eating meat altogether but to consider reducing intake.

We designed a logo to represent the idea of both the literal meat free world and that, by participating, people are showing they care about the future of the planet. It also linked in nicely with the health benefits resulting from going meat free i.e. a healthier heart.

The cow image is used as an emotive (cute) figure but also, the gaze of the cow is right at the viewer, addressing them directly and inciting them to search their conscience.

The poster would ideally be featured within or nearby major supermarkets to take advantage of the high footfall. The full-page advert would feature in women’s lifestyle magazines and supermarket brochures. As women generally are the main grocery shoppers, it makes sense to aim this campaign at women who are maybe conscious about healthier eating for them and also their families. Customers at participating supermarkets can also purchase limited edition, promotional shopping bags in the run up to the event, featuring the logo on the front and the cow image on the back.

In terms of links with Quorn, the campaign centres around the great range of food options available on a meat free diet. Recipe cards for several easy meals would be made available in supermarkets and the meal kits would be offered for discounted purchase along with selected Quorn products. Taking inspiration from companies like HelloFresh, the idea is to have the ingredients pre-prepared, therefore making it much simpler to create a healthy, meat free meal.