Title	HUNGRY FOR CHANGE
Brand	SIMPLE FEAST
Product/Service	SIMPLE FEAST
Category	G02. Challenger Brand
Entrant	ANOTHER Copenhagen, DENMARK
Idea Creation	ANOTHER Copenhagen, DENMARK
PR	ANOTHER Copenhagen, DENMARK

Name	Company	Position
Thorkild Bjerre	Another	Creative Director
Sofie Engelbrecht Simonsen	Another	Art Director
Kasper Østergaard Jensen	Another	Copywriter
Louise Ørbjerg	Another	Account Manager
Charlotte Kiby	Another	Final artist
Morten Bengtsson	Morten Bengtsson Photography	Photographer
Morten Hershøj	Another	CEO
Anders Poulsen	Another	Art Director
Caroline Sandø	Simple Feast	Communications & PR manager
Robert Guenter	Simple Feast	Director of Marketing

Why is this work relevant for Media?

Simple Feast is a relatively new meat-free weekly meal delivery service, trying to break grounds in pork nation, Denmark. The full activation is at it’s core a strategic integrated media campaign. Thinking not just in a single stunt, but applying a bigger perspective and timeline to achieve a goal of driving awareness for a new, eager start up, which builds its brand on the brand story Hungry For Change. It was turning traditional media thinking upside down, targeting not the core audience, but the people they try to separate themselves from.

Background

Denmark is a pork and potato nation. The climate emergency has sparked disruption, yet hasn’t moved further than only 32% having 1 meat-free day a week. Under 2% go full vegetarian. Challenging the core culinary tradition is a very touchy subject. It has been a hot topic for years, driving polarisation and even creating regulations against the move away from pork as a staple food. The brief: pushing the climate debate to the limit and urge for changes using humor, satire and optimism as driving forces, not apocalypse focus. Create motivational, yet “challenger” associations around Simple Feast, choosing it makes a difference. Objectives: national scale, but get the core audience to show increased interest in Simple Feast. Casper Christensen is a well-known TV personality and comedian, known as a “bad boy”, with big fancy cars and houses and a very meat-based diet. He’s recently turned vegan.

Describe the creative idea / insights (30% of vote)

We initially saw Casper Christensen as the perfect person to spearhead a campaign for Simple Feast, especially because of the PR value and media reach through his social following. But using him just as a star of a campaign seemed less powerful to us. He had to become investor in the start-up. We knew his announcement of veganism and the investment would drive a national conversation. How could we build on that? Our core audience focus on distancing themselves from a traditional audience, as part of portraying themselves as more forward-thinking and open to new trends and services. Through research we see that our core audience applauded brands, who provoked the traditional audience by challenging their "old-school" stance against changing their eating habits. We sought out placements on top of the one restaurant chain in Denmark, known for offering more than 80 different meats.

Describe the strategy (20% of vote)

Our core audience: people living in Copenhagen city centre in a lifestage of establishing family, buying first home together as a couple>they over-index in paying premium for organic/sustainable options, bike to work, want to eat less meat. Their social media usage has decreased, consumption of newspapers and news on TV has increased. Strategy: impact an older, traditional audience, generating national media coverage to drive impact on more modern, forward-thinking audience. Social Media is a very non-dialogue media, where people troll and comment for then to just turn away. We needed dialogue, which especially the TV shows could drive. We orchestrated in three steps; 1 - Casper announces he goes vegan, to trigger national lifestyle press, 2 - he announce investment, triggering business and more serious lifestyle press, 3 - follow-up with campaign post summer vacation, triggering the broader public.

Describe the execution (20% of vote)

The full action ran over the course of 1 year. Casper C proclaimed publicly on Instagram that he had “gone” vegan. This resulted in large amount of comments, many positive but also many negative. People felt betrayed. The ad campaign hit the country solidifying the effort, and ran over 4 weeks. It launched with a 60 sec TV spot on national TV in prime time supported by print spread and 1-page ads in top 2 National news papers. Then a combination of billboard, OOH and cut-downs on paid social, mainly focusing on Facebook rather than Instagram to reach an older audience - the combination was to increase impact and engagement. The billboards were strategically placed over meat-focused restaurant chain, The Fire, who's placed in the most central spots in Copenhagen, where core audience on their way to work by bike, could see the ad themselves.

List the results (30% of vote)

The campaign sparked national conversation over several periods of time. It even drove coverage in neighbouring countries, Sweden and Norway. Searches for Casper Christensen peaked nation-wide. Through Google Trends we saw that the impact of Casper rubbed off on Simple Feast, which peaked just after or around peak in searches for him. Most searches for Simple Feast was seen in Copenhagen, showing our goal of driving national conversation yet local interest had succeeded. The investment announcement drove a wide number of press clips, especially in finance and food industry media. All media who rarely comments on celebrity endorsements. The august campaign drove the highest peak in searches for Simple Feast in the entire lifetime of the start-up. Search increase: 220% Website visits increase: 300% Film views: 12.772.000 News outlets: +75 Earned media reach: +35M DKK SoMe reach: +3M DKK

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Simple Feast’s competitors are big national brands, either independant or distributed through big, national grocery chains and supermarkets. Their communication evolves around how much time you can save, by choosing to use meal-delivery services. It’s about the wholesomeness of the food and sourcing. Simple Feast is organic, and meat-free completely, and is driving a much bigger agenda. Competitors communication is done primarily on TV supported by social media activation.