The Brief
With the world consuming more meat than we can handle, Quorn has created a brief to make consumer aware about this issue and try and get them to go Meat Free for a Day.
We want to encourage the consumer to change their meal choices and in turn, change their lifestyle choice.
We are going to come up with a solution.
The Concept
One of the biggest problems about changing your lifestyle, especially when it comes to eating, is planning for it.
If you go meat free, what can you eat, is it nice, is it easy to make.
Lets eliminate this problem by creating a cook book.
The target audience is the world's population, now because this is such a highly demanding task, we can start with the consumers who go shopping and buy the products.
The Campaign
The campaign will be a free cookbook, however, instead of receiving a hard copy, you will find pages around your city or town. On the lead up to Meat Free Day, you will be able to find cookbook pages on your morning commute, in the supermarket around town.
The campaign will rotate around the app which people will use to interact with the campaign. So your app will enable you to interact with the poster and give you a glimpse at what you could be eating and unlock recipes as you go along.
