Plant-based food brand, Squeaky Bean has teamed up with creative ventures firm, And Rising to launch its first digital video advertising campaign, to encourage consumers to make their lunchtimes meat-free.
Stocked by major retailers, Squeaky Bean’s sales have grown 197 per cent year-on-year. Now the brand is looking to boost awareness among a wider range of consumers, particularly its target millennial and Gen-Z audience
According to a survey by the Vegan Society, one in five Brits cut down on their meat and dairy consumption during the COVID-19 pandemic and 54 per cent of respondents said that they had bought meat alternatives during lockdown.
Squeaky Bean is therefore encouraging viewers of its digital campaign to make lunchtimes their ‘Plant Hour’.
The social media campaign will take two different approaches. The first, running on Instagram and Facebook, will be a series of 15 second shorts showcasing Squeaky Bean’s plant-based hero products: Kick of Tikka Chicken Style Pieces, Chargrilled Cajun Mini Fillets and NYC Deli Pastrami Style Slices.
On TikTok, the brand will take a different and innovative approach. Well-known influencers including Morgan M-James and Sun Pi will each work on an advert to promote Plant Hour, encouraging their audience to ‘get their Squeak on’.
Furthermore, in September, five influencers will have the opportunity to stay for 21 days in luxury mansion, the Squeaky House. The influencers will be challenged to complete plant-based food challenges throughout their stay to unlock rewards and new areas of the house, producing social content along the way.
“Plant-based food is one of the fastest growing categories in grocery, and Squeaky Bean has stepped in as the brand providing tasty and easy plant-based options" said Co-Creator of Squeaky Bean, Sarah Augustine. "We’re true innovators in the food space, having launched 10 new products this year alone. Now it’s time to bring the brand in front of a wider audience with our first creative advertising campaign, which is just the beginning of our marketing strategy to elevate Squeaky Bean into more and more households nationwide. So, it’s time to let everyone know that the Lunch Hour just got a glow up. Specifically, a plant-based one. We call it The Plant Hour.”