Hero launches first work for V2Food, ‘Taste-a-tarian’

Hero has released its first major work for plant-based meat company V2Food since winning the creative and strategy back in April this year, which is also the brand’s first campaign.

The ‘Taste-a-tarian’ campaign presents V2Food as the option that satisfies every dietary requirement, as well as launches V2Food’s new brand platform ‘We agree to V2’.

The just over a minute spot shows a family sitting down for dinner, with each member having a specific diet that needs to be catered for. At the end of the spot, it is revealed that V2Food will satisfy everyone as everyone is a “Taste-a-tarian”.

There is also a 30-second cut of the video.

V2Food’s chief growth officer Andrew May said: “As Australians, we cherish meal-times and social occasions and it’s our goal at v2 to deliver great tasting food that satisfies every palate. Our ‘Taste-a-tarian’ campaign shows that v2’s range of plantbased protein products deliver that same meaty taste and makes meals easy, no matter your dietary preference. We can’t think of a better campaign launch to kick off our partnership with HERO, who delivered a fully integrated campaign across strategy, creative, media planning and media implementation.”

Hero’s managing director, digital Adam Beaupeurt added: “We’re thrilled to launch our first major campaign with V2food. By recognising that there is a need for a version 2 of the food system, v2food plays a pivotal role in changing the way we all think about meat consumption and food sustainably. This is another brilliant example of media and creative integration delivered by Hero’s Borderless Creativity process – paramount to ensuring the brand entertains and connects with the 50% of Aussies who are looking at reducing their meat intake.”

The campaign premiered during Ten’s Celebrity Masterchef finale last night.

The campaign, as well as TV, is on out-of-home , retail proximity, BVOD, social, digital and electric car charging station Jost.


Client- v2food
Andrew May, Chief Growth Officer
Jaimie Gardner, Senior Brand Manager
Jemima Fallows, Marketing Manager, Partnerships and Events

Creative, production, media – Hero


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