'Never underestimate the power of creativity' - Behind the Campaign with M*** F*** Drive Thru

Michael Hunter, Chief Growth officer at Meatless Farm, gives the lowdown on the brand's M*** F*** Drive Thru campaign.

What was the campaign in a nutshell?

The campaign targets meat eaters and aims to disrupt the idea that going meat-free is unexciting by showing our products are interesting, taste great and are easy to swap to without compromiseWe launched the meat-free Drive Thru in London for six days. It featured a lane for walkers and cyclists, who received 50 per cent off. This was in collaboration with burger maestros Mother Flipper, which recreated its menu without meat.

How did the idea come into being?

We wanted to provoke and change people’s mindset about going meat free. We also wanted to drive awareness and trial. By communicating in an interesting, attention grabbing way, we wanted to get to Brits trying or considering making the swap to meat free. As a young innovative brand, we also needed to show personality and attitude – this idea delivered on both.

What ideas were rejected?

As part of our campaign, we planned for a very interesting pop-up experience but Covid19 meant a change of thinking was required. The meat-free drive thru concept addressed that issue, and being a UK first created something memorable and fun that consumers and media would truly engage with. Brands have an important role to play in re-energising consumers.

Briefly describe the campaign planning and process.

Off the back of our lead ATL creative that was developed in-house, we briefed Nexus to help convert the campaign’s sentiment into a news story. They moved really quickly on creating the concept and organising the drive thru – including logistics, creative, media and influencer engagement, organised in less than six weeks.

What were the biggest challenges and how did you overcome them?

Logistically setting up a Drive Thru in the centre of London is complex enough in the best of times and it was even more complex given the safety restrictions. So, organising and establishing a functioning drive thru site during Covid presented some challenges but the team worked hard to navigate these and to ensure health and safety was priority, while delivering a fantastic product and experience for the consumer

How did you measure the results?

We had the usual objectives around reach and coverage levels across our key audiences, social amplification and visibility, and most importantly sampling and trial

What's the biggest lesson you took away from the campaign?

Never underestimate the power of creativity – creativity was core to the concept and every aspect of the drive thru, from the burger names, including the Greta and the McBluffin, to the branded shipping container. If you create a campaign or activation that’s engaging and creative enough then you’re already winning – especially in a category that hasn’t been renowned for it.


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