Meat substitute Morning Star Farms targets flexitarians’ mid-week dinner battles

The mid-week struggle to come up for dinner ideas is at the core of a new campaign from Kellogg’s meat substitute, Morning Star Farms.

The campaign targets the growing number of ‘flexitarians’ who are reducing their meat intake for health and environmental reasons.

The campaign, created by Akkomplice, has kicked off in Australia after launching in New Zealand late last year. The Australian version of the campaign has been expanded to include TVCs.

The new launch also includes recipe videos created by Akkomplice executive creative director and former Masterchef finalist, Sara Oteri. Oteri also did all the food styling for the new ads, which were shot by production company Moo Motion.

“We are delighted with the success of the Morning Star Farms campaign so far and being able to extend the campaign into TV will only help in convincing Aussies and Kiwis that going meat-free doesn’t mean going taste-free,” Oteri said.

The out-of-home execution

Kellogg’s Australia senior marketing manager, Dan Bitti, said: “Morning Star Farms is a category pioneer in plant-based foods in North America, and we’re excited to be at the front of a global market expansion into Australia.

“Almost half (49%) of the nation are considering eating more plant-based meals, but for most, they don’t know how to go ‘meat-free. Morning Star Farms makes it easy to take your favourite midweek meals and ‘un-meat’ them.”

The campaign will also appear on social media and out-of-home.



Client: Kellogg’s Australia
Senior Marketing Manager: Dan Bitti
Marketing Manager New Zealand: Joanne Doran
Senior Brand Manager: Sarah Hagarty

Agency: Akkomplice
Executive Creative Director: Sara Oteri
Copywriter: Alf Lee
Account Management: Nicole Torrington
Production Company: Moo Motion
Director/DOP: Jono Cowan
Producer: Jake Weatherson

Media: Zenith Media


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