Nestlé Food challenged UPR Agency to launch the first Garden Gourmet plant-based burger and mince and to position it towards the fast-growing target group of flexitarians.
UPR Agency recommended a third-party endorsement strategy to position the plant-based Garden Gourmet burgers and mince.
We organized collabs and content creation with:
Gault&Millau vegetable chef of the year Nicolas Decloedt who ‘gastro-pimped’ the Garden Gourmet burger for press and influencers at an urban BBQ on the Tour & Taxis site in Brussels.
Food expert Steven Desair, founder of Eatmosphere, presented the most recent food trends related to plant-based alternatives for meat
Charlotte Collard, TV chef & influencer, gave a live testimonial on her balanced flexitarian lifestyle
We launched the plant-based mince in collaboration with the typical Belgian restaurant ‘Ballekes’ to present their version of the plant-based Ballekes.
The event was attended by press and influencers and hosted by food innovation expert Maxime Willems (food lab Proef!) to present his dumplings with Garden Gourmet mince
The recipes of both events were shared through an owned, earned and paid social media campaign and food experts were engaged to participate at IGtv episode for a testimonial on the use of Garden Gourmet as part of a balanced lifestyle.
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