Lightlife
Being part of the “meat alternative” category not only sounds gross, but immediately positions a product as less-than.
So Lightlife, armed with the belief that all meat is made from plants, set out to join the meat category. Without the middleman.
Meat made from plants.
By positioning their products as meat-alternatives, Lightlife was only appealing to the 9% of the population who looks for non-animal proteins.
Eliminating the “Middleman”
With the majority of the population looking for ways to reduce their animal consumption, and 100% interested in eating something delicious, we set out to expand our consumer base by appealing to more people by positioning the brand as “meat without the middleman.”
Lightlife saw double-digit sales growth for 9 consecutive months and overall growth for 20 straight quarters.
Act like meat.
Lightlife has ingredients and nutrient macros almost identical to the rest of the plant-protein category.
But when they starting acting like meat and exposing the world to their point-of-view, Lightlife saw double-digit sales growth for nine consecutive months, and overall growth for twenty straight quarters.
You Can’t Argue With Delicious.
Firing the Pig.
Fueled by our enemy: close-mindedness.
Social Responses Case Study
We knew what we were saying would ruffle a few feathers. We were presenting a new idea and traditionalists would resist. But we were ready with real-time social media responses.
