v2Food

Solution

If you build it, they will come

The challenge was clear. We know that the products taste like meat, but how do we make sure that consumers believe it?

Our initial work was to work with the internal team to build the initial launch messaging to consumers and then we were responsible for executing that over social media and digital advertising. Working with the v2food team, we developed the recommended marketing executions across all touchpoints available.

The content strategy that we helped develop and execute focused on connecting, educating, inspiring and then getting people to act. Storytelling was a key part - focusing initially on the startup journey, the challenges with food sustainability and sharing our successes as we grew. We then added a focus on educating audiences about the product, its taste, it's ingredients and how many different meals it can be used in.

Passionberry & the internal team worked with a range of free and paid partners to try the product and act as advocates for what the brand stands for and the quality of the product. This strategy was executed across a wide variety of social media channels and digital websites and forums. As we entered more sales channels, we were able to drive more specific sales results but then also encourage people to join our communities (one for consumer and one for foodservice) where they were engaged on a direct basis and will eventually have regular special offers and benefits from being part of our digital v2 community.

Paid Digital Advertising was a core focus for our campaigns. We developed a wide variety of Google campaigns (Search, Display, Remarketing, Discovery, Shopping, Youtube) targeting various audiences utilising 3 key messages. We used Facebook and Instagram advertising to reach people 1 degree of separation from our followers who met our target audience specifications. This helped to grow our audiences and deliver key action messages (Now at Woolworths, Join our Community) to enable us to continue conversations without paying more ad dollars. Finally, we used Linkedin advertising to target both key B2B clients, Media targets as well as Investor networks.

On social media, we focused on answering every relevant question and developed a database of 100+ FAQ's which we added to the website and will slowly seed into our social posts. We have worked across Twitter, Linkedin, Facebook, Instagram and partnered with a variety of websites, social media groups and online forums. This was managed and executed 50/50 between Passionberry (project lead) and the client marketing team.

As a specific campaign, we worked with the Sales team to target and grow awareness for the v2food brand and products with the HoReCa channel (Hospitality, Restaurants, Catering). We built a verified list of all restaurants across Australia which we have used for direct reachout, sample offers and targeted advertising. We worked with the internal teams who developed marketing collateral to send to targeted customers and the foodservice community members.

Finally, we used testimonials from our Foodservice customers to answer initial concerns and also create a sense that restaurants were "missing out on sales'' by not considering plant based food options (from v2) in their menu. These initiatives created many sales interactions for the team with both large and small operators and met the client's targets.

Results

Over 3 years Passionberry helped build several key functions that have enabled v2food to grow their sales and their internal team who can now take over that work full-time.

Their brand awareness in Australia is ahead of the major global brands and the brand is more recognisable across retail and foodservice channels.

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