Hero’s B.B.E. picks up the creative & strategy for V2Food

Independent network Hero has continued its new business streak, with its marketing agency B.B.E. picking up the strategy and creative for plant-based meat company, V2Food.

The appointment followed a competitive pitch, as the brand sought an agency partner to take it through its next phase of growth.

V2Food launched in 2019 and was behind Hungry Jacks’ plant-based V2 Rebel Whopper.  The brand was founded by Nick Hazell and is a partnership between the CSIRO, Main Sequence Ventures and Jack Cowin’s Competitive Foods Australia.

“It’s been less than a year since we launched V2mince product and grown the brand from an idea to leading the category in Australia with ranging across the country. In a COVID world, that’s no easy feat, and we’re excited to take the brand to the next level working alongside B.B.E as our agency partner,” said V2Food’s chief growth officer, Andrew May.

“Australia is a burgeoning market for plant-based alternatives, however, there is work to be done when it comes to consumer awareness and comprehension. It was important for us to find an agency that shares our passion for impact-led innovation, bold thinking, with a fully integrated offering across strategy, media and creative. The partnership is a significant investment and a sign of our commitment to build the v2 brand into a global household name as we look to expand our presence and encourage Aussies to consider sustainable plant-based options.”

For Hero, the win follows B.B.E. and the network’s sister-business McCann Australia picking up the digital account for Maybelline New York. In March, Hero was added to Toyota’s agency roster, following an extensive review of its agency relationships.

Ben Lilley

Hero and McCann Australia are both owned by Ben Lilley. McCann operates on Hero’s self-titled agency services platform, however is not owned by the network due to the licensing agreement that enables it to continue using the McCann name.

B.B.E. is the most recent of Hero’s acquisitions, following the assets of creative and content agency Red Engine SCC being rolled it into The Red Republic, production company Engine Room Productions being bought, and Brisbane agency JSA Creative which was absorbed into McCann Brisbane.

B.B.E managing director, Adam Beaupeurt, said: “We’re stoked to be partnering with such an innovative business that’s playing an important role in shaping the way Australians can eat sustainably. Not only are they ambitious but they love to have fun while doing it, and that is perfectly aligned with Hero and B.B.E.”


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