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The ad won top honours for TV Campaign and Viral Video at The Drum Roses Creatives Awards. Once a fringe movement, veganism has gone mainstream in recent years. But marketing to meat-eaters can be a challenge. In Viva!'s national integrated campaign, we devised a concept that avoided 'preaching' to meat consumers – and instead ask them to make the connection between animal and pets. Our solution was to create an everyday scenario with an unexpected outcome. A young couple order a takeaway from a food app, Just Meat, while petting their dog. The couple are later shocked to find a little piglet on their doorstep and the delivery driver brandishing an introductory gift - a meat cleaver. The 30-second spot was posted online to raise funds to secure spend for Viva!'s first TV ad. With no digital spend, the ad reached over 100,000 impressions with a 7.3% engagement rate. The campaign over-raised its £40,000 target and was later shown to Channel 4 network viewers on Valentine’s Day.
