We have talked about 5 must-see TV ads from plant-based companies, highlighting that such brands are now important enough to own their own space on TV. It also showed that offline advertising is still very much alive. Indeed, another form of offline advertising that is imponent and will stay on for a short amount of time is billboards. Often very pricey depending on the location, billboards are now also a part of the strategy for plant-based brands’ campaigns.
Often what sets them apart is the use of thought-provoking language, funny tone, educational information, or any other way that catches people’s attention to stop and look. Here are some examples of eye-catching billboards from vegan brands.
If you know Oatly, you know their communication strategy is nothing short of brilliant. They broke through all marketing and communication traditional ways and created their own. Their branding is key to their success, having it plastered in their packaging, social media, online and offline presence. Their tone will most certainly make you chuckle, always on trend, on brand and they are definitely not afraid to ‘poke the bear’ when needed.
Heura put up this controversial billboard in central Madrid. The yellow catches your attention, the smaller print makes you stop to read and the text makes you think. Heura’s objective was to provide thought-provoking information and make people more conscious about the food choices they make. However, not everybody received the message well. Indeed, the plant-based brand had to take down the poster after major Spanish meat industry associations sued them because of the advert’s provocative message.
Here’s an example of a simple and to the point advertisement that effectively showcases the product packaging, the product itself and the message they want to convey. You’d probably remember that packaging if you saw it in the supermarket.
One look at the ad and you can tell why people would talk about it. The implied swearing juxtaposed with the image of who could be someone’s grandma which is also contradictory since older generations are more likely to resist change – so even if your grandmother can switch to a plant-based burger, you can too!
The GOOD Meat startup is advertising their cell-cultured chicken being available for delivery in Singapore. The look is very on-brand, simple, modern, providing the necessary message.
Vly has made it clear, don’t call them uli, call them vly [flai].
It’s certain that after seeing this banner, you will surely remember how to pronounce plant-based milk, and the product most likely will remain on your top of mind as well.
The german-based dairy alternative company remarks that food should make us (flai), so what better way to relate their product than by using that term?
At Future Farm, they believe there is a lot of BLAH BLAH BLAH going on in the world, all talk and no actions. With this banner, they aim to encourage people to act on their own behalf. By choosing plant-based, not only do you get to do a bit for the planet, but you also get to eat delicious food. A win-win situation all around.
The plant-based meat alternative brand, This, sponsored an English town called, Quorn, yes, just like their rival brand Quorn.
As part of the Veganuary stunt, This is being publicized with a film shared on social media, showcasing This’s branding at various sites across the town.
What a way to refocus the town’s name!
Do you remember Tony the tiger? a hint: sugar…
Surreal arrives to challenge Tony with their product, basically the perfect cereal: high in protein (14g. plant based protein per bowl), zero sugar, low carb, high in fiber, vegan, and gluten free.
This healthy cereal brand tackled the well-known brand Frosted Flakes with their outdoor campaign “Don’t tell tony”, offering the opposite product Tony does.
Keep your heads up and eyes open for new billboards from vegan and innovative food brands that surely will pop-up around you!
NotCo’s partnership with Burger King Chile is a perfect example of “the future is vegan”. In this outdoor campaign, their mission is brought to the forefront before entering the restaurant, making you want to try NotCo’s new products.
With this partnership they aim to continue expanding and reinventing the fast-food industry and offer it to local markets, allowing consumers to try NotChicken Nuggets and NotChicken Burger in two Chile-located Burger Kings offering 90% of their traditional menu with plant-based options.
Flax & Kale’s Kombucha “Spoiler” Campaign is making waves in the subway and the streets of Madrid, they are using funny and double meaning phrases that get smiles from all those who pass by.