Meat replacement Morning Star Farms aims flexitarians’ mid-week dinner struggles

Meat substitute Morning Star Farms targets flexitarians' mid-week dinner battles

The mid-week battle to develop for supper ideas will be at the crux of a fresh effort from Kellogg’s meat replacement, Morning Star Farms.

The effort targets the increasing amount of people’flexitarians’ that are reducing their meat consumption for environmental and health factors.

The campaign, made by Akkomplice, has kicked off in Australia after launch in New Zealand late last year. The Australian version of the effort was enlarged to add TVCs.

The newest launch also has recipe movies made by Akkomplice executive creative director and preceding Masterchef finalist, Sara Oteri. Oteri also did all of the food styling to the new advertisements, which have been taken by manufacturing firm Moo Motion.


“We’re thrilled with the achievement of the Morning Star Farms effort so much and having the capability to expand the effort into TV is only going to aid in persuasive Aussies and Kiwis that moving meat-free does not mean moving taste-free,” Oteri stated.

The out-of-home implementation

Kellogg’s Australia senior advertising director, Dan Bitti, stated:”Morning Star Farms is currently a group leader in fermented foods in North America, and we are eager to be in the very front of a international marketplace growth into Australia.

“Nearly half (49percent ) of the country are thinking about eating more fermented foods, but for many, they do not understand how to really go’meat-free. Morning Star Farms which makes it effortless to choose your favorite midweek food and’un-meat’ them”

The effort will also look on social networking and out-of-home.



Customer: Kellogg’s AustraliaSenior Advertising Manager: Dan BittiMarketing Manager New Zealand: Joanne DoranSenior Brand Manager: Sarah Hagarty

Agency: AkkompliceExecutive Creative Director: Sara OteriCopywriter: Alf LeeAccount Management: Nicole TorringtonProduction Company: Moo MotionDirector/DOP: Jono CowanProducer: Jake Weatherson

Media: Zenith Media

jobs here