Title	HUNGRY FOR CHANGE
Brand	SIMPLE FEAST
Product/Service	SIMPLE FEAST
Category	F02. Challenger Brand
Entrant	ANOTHER Copenhagen, DENMARK
Idea Creation	ANOTHER Copenhagen, DENMARK
PR	ANOTHER Copenhagen, DENMARK

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

Why is this work relevant for PR?

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 PR campaign. Thinking not just in a single PR 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 sparked a national conversation not just in the core target group, but in the broad public, penetrating even traditional business media with the message and the actions taken.

Background

The brief: keep pushing the climate debate to the limit and urge for changes using humor, satire and optimism as driving forces, not apocalypse focus. Establish that choosing Simple Feast makes a difference. Objectives: national scale, but get the core target group - people in Copenhagen - to show increased interest in Simple Feast. 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. 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 become vegan.

Describe the creative idea (20% of vote)

The effort spanned over several months. We initially saw Casper Christensen as the perfect person to spearhead a campaign for Simple Feast, especially because of the PR value. But using him just as a star of a campaign seemed less powerful to us. We needed to orchestrate the perfect public context to make a proper impact; he had to become investor in the start-up. We knew the proclaiming of veganism and the investment would drive a national conversation. Instead of seeing these comments as just social engagement, we saw an opportunity to drive a bigger conversation; using them as core part of our creative campaign, showing them alongside Casper C, and showing that he has no problem withstanding this pressure, because he is hungry for change.

Describe the PR strategy (30% of vote)

Timing was of the essence, and we had to take advantage of the current national election campaigns, which evolved around a green agenda, to garner broad awareness and create momentum. Key was to create motivational, yet “challenger” associations around Simple Feast. 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. For the campaign we had to drive as much PR as possible, to make up for our limited start-up budget. For the outdoor placements, to really push the limits.

Describe the PR 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 investment was published by Casper C not Simple Feast, to increase amount of PR. 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 with strategically located OOH, mainly driven around large placements over meat-focused restaurant chain, The Fire, who boasts itself of offering over 80 different meats. The campaign ran paid on social, increasing impact and engagement, along side big full page print ads. All assets lead to SimpleFeast.com, where it’s possible for people to see it but also read more about what they offer and stand for.

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 Casper Christensen. Most searches for Simple Feast was seen in Copenhagen, which showed that 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. Casper Christensen became the guest on many different talk shows, from Good Morning TV to late night debate programs, where he was able to talk about his lifestyle change in a very positive matter, especially through what it has meant to him physically. Internet Phenomenon, Anders Hemmingsen, picked up the placement of the outdoor ad, and posted it to his instagram account, which almost 20% of Denmarks inhabitants follows. The august campaign drove the highest peak in searches for Simple Feast in the entire lifetime of the start-up, even though it earlier has run a provocative campaign, called the Quit Meat Help-line, that garnered international recognition. 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.