Client: Tesco, Tesco Media, Plant Futures and plant based suppliers
As the plant‑based category was slowing, Tesco, Plant Futures and eight leading suppliers united in a first‑of‑its‑kind, category‑wide collaboration to reignite growth. Powered by Plant Futures’ insight that 30% of the nation are ‘open omnivores’ and the precision of Clubcard behavioural signals, we built bespoke audiences of shoppers most likely to convert. Together we delivered a full‑funnel strategy that tackled the biggest barrier - low confidence - with one clear, reassuring promise: “Meat‑Free Made Easy.” For the first time, competing brands stood side‑by‑side under one message, delivering a seamless full‑funnel experience from Tesco Magazine inspiration to high‑impact in‑store theatre and simplified online shopability. This was data‑driven creativity at scale - proving the power of partnership, insight, and unified execution to revive a declining category and bring meat‑free back onto the menu.
