Allplants' Ad Understands How Hard It is to Quit Cheese
Ellen Smith — January 15, 2021 — Marketing
Allplants's ad understands how hard it is to transition to a vegan diet, rolling out a hilariously relatable ad spot that reminds consumers to just do their best. The New Year is typically the time consumers aim to implement dietary changes. As the plant-based movement gains more traction, challenges like 'Veganruary' - cutting out meat for the entire month - are becoming more popular.
The ad opens with the narrator revealing the lead character's darkest secret - she proclaims to be a vegan but shamefully eats cheese when alone in her car. The tone quickly shifts as the narrator takes a more understanding approach, revealing Allplant's delicious plant-based meal options, which make it easy to make the switch to veganism.
Image Credit: Allplants / Snap LDN
The ad opens with the narrator revealing the lead character's darkest secret - she proclaims to be a vegan but shamefully eats cheese when alone in her car. The tone quickly shifts as the narrator takes a more understanding approach, revealing Allplant's delicious plant-based meal options, which make it easy to make the switch to veganism.
Image Credit: Allplants / Snap LDN
Trend Themes
1. Veganuary Challenges - The rise in popularity of challenges like 'Veganuary' presents an opportunity for companies to offer support and resources for those transitioning to a plant-based diet.
2. Judgement-free Marketing - Advertising that acknowledges the difficulty of making changes towards plant-based diets, like Allplant's ad, can resonate with consumers and create a more positive brand image.
3. Plant-based Meal Services - As more consumers look to incorporate plant-based diets into their lifestyles, offering accessible and tasty options like Allplant's meal service can be a major opportunity for disruption within the food industry.
Industry Implications
1. Food Delivery Services - Companies that offer meal delivery services, like Allplants, have a strong opportunity to create and promote plant-based options to cater to the growing demand for veganism.
2. Grocery Stores - Grocery stores can cater to the rising popularity of plant-based diets by offering more vegan-friendly options, from meat substitutes to dairy-free cheeses.
3. Advertising Agencies - Advertising agencies can capitalize on the trend of judgement-free marketing by creating campaigns that showcase empathy towards consumers struggling to make changes towards a plant-based lifestyle.
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