Shy&Sheer
Debut Album Poster
MOCK
Challenge
Launch a new plant-based meat chicken variant product, targeting restaurants and catering businesses that offer vegetarian options on their menu for eating in as well as take out. The new brand had zero budget for paid media or photography, so a solution needed to use existing photo assets.
Insight
This was a new product on many levels. How it was made, where it was sourced and how it was delivered. It was disrupting the category by moving in a counterintuitive way of eating against traditional perceptions of meat-eaters, vegans, and vegetarians. Instead serving the growing category of flexitarian consumers.
solution
To catch the audience's attention we had to break the rules of how to show food in a social media context. We went for a fun approach and adopted a "playing with your food, as well as your imagination" art direction and tone. We used illustrations that would make for scroll-stopping, finger-tapping content for Instagram.
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