turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey

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KEY COMMUNICATION MESSAGES In terms of key messages, the core focus in the category is on (1) taste, (2) communicating the main ingredient or that the product is entirely of plant origin or (3) communicating a wide range of products or dishes that can be made with the plantbased alternative. The key arguments used in category communication do not completely overlap with the reasons that people give for adopting a plant-based alternatives diet – especially when it comes to climate impact and animal welfare which are less often represented in Above-the-Line communication then given as reasons behind consumer choice 1 . Click to enlarge
RECENT COMMUNICATION EXAMPLES Click images to play the ads. ALPRO: Health / sugar-free formula Rügenwalder Mühle: Health (rich in protein), taste and climate LikeMeat: Taste Amidori: Variety and key ingredient (peas) The Vegetarian Butcher: Taste & animal welfare Garden Gourmet: #whatevertarian (for any type of diet)
Page 1 and 2: Click here or press enter for the a
Page 3 and 4: Plant-based milk and meat alternati
Page 5: EVOLUTION OF THE ADVERTISING INVEST
Page 9 and 10: #VEGANUARY2021 Veganuary - an initi

turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey

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