CHALLENGE

[MOCK] was created to tackle the environmental impact of meat consumption while preserving the experience and enjoyment of eating meat. Our mission was to make plant-based options that meet the taste and texture expectations of meat lovers, making it easy for people to adopt healthier, more sustainable eating habits without sacrificing flavour.

INSIGHT

The key to changing how people consume meat lies in creating plant-based products that satisfy the senses just as well as traditional meat. Consumers want options that are familiar, indulgent, and easy to incorporate into their daily lives – alternatives that taste good, align with their values, and fit seamlessly into their routines.

SOLUTION

Our approach with [MOCK] is to be The Unobjectionable Choice: a brand that delivers an elevated, enjoyable meat experience while promoting a healthier and more sustainable lifestyle. We developed a witty and wise tone of voice to introduce our products in a way that feels familiar yet exciting, encouraging customers to make the switch with ease. From our products’ authentic taste and texture to our compelling brand communications, we make it simple for people to reduce their meat intake, enjoy premium quality food, and feel good about their choices.