To launch Garden Gourmet – a delicious new plant-based range of meat-alternatives, we needed to find a way to tell flexitarians, a story about Garden Gourmet that would appeal to their inner vegetarian but also satisfy their inner meat-eater. A story that would move a very demanding audience towards a very flexible product.

Idea: Using an approach we called Inspiration via Instagrammification, we came up with a story that would end up being called 'THAT’S VEGENIUS!" This is how it plays out....

Social campaign
Role: Freelance Senior Copywriter
Agency: VMLY&R London