It Feels Good
Want to try something new and feel good about it? At Myvegan, we want to celebrate veganism and give our consumer a taste of happiness. Because a plant-based diet never felt so good.
During the month of November, the ask was to deliver a memorable 360, social first campaign, cutting through the noise of a busy period.
We wanted to show out customers how good a plant-based lifestyle feels, especially when using Myvegan products.
A campaign was created which exudes good vibes and spreads positivity. The aim of the creative was to uplift the consumer with positive visuals, messaging and fun activations.
The creative is based on these 'good vibes' and the design is vibrant and joyous exuding a sense of optimism. The bold and repetitive typography reinforces this idea of optimism, and aims to uplift the consumer with the messaging.
A big part of the ask was to come up with various different experiential ideas and activations.
Spread On Your Positivity
To tease the new Birthday Cake Double Dough Brownie flavour, we sent out PR boxes which contain a Myvegan branded Birthday Cake. Within this box contains a knife, some butter cream icing, along with cake sprinkles and decorations. The aim is for influencers to 'spread the positivity' with the knife and icing, decorate the cake, try the new flavour and post to TikTok. The cake box design contained positive messaging that had a nod to the flavour.
The Feel-Good Truck
The-feel good truck which was not only a digital ad, but was also used as experiential marketing. We physically got a food-truck wrapped in the campaign creative, driving it around different parts of Manchester and handing out the brand new Myvegan Birthday Cake Double Dough Brownie's to consumers, giving them a taste of happiness and spreading the positivity. Along side this, we interviewed influencers on why they chose a plant-based lifestyle, and why it feels good.
Injecting Positivity Into The Mundane
Utilising the uplifting and bright creative, we wanted to inject this into the dull and mundane.
We took 5 recognisable areas around London and Manchester, and 'positivified' them. Working with the 3D designers, we painted these images with the feel-good colour palette, and the Myvegan logo. Nothing else. This was to create intrigue with the consumer, as well as uplift them on a boring day.
