Brand Strategy | Copy Development | Art Direction | Video & Photo Shoot | OOH | POSM | Social Content
From Land to Sea: A New Era in Plant-Based Nutrition
Background
OmniFoods, a visionary leader in plant-based food innovation under Green Monday, launched OmniSeafood, a revolutionary series of plant-based seafood alternatives, to redefine the seafood category.
Challenge
The common belief is that plant-based options lack nutritional value, especially among active individuals and health-conscious consumers who consider fish a great source of protein.
Objective
To dispel the myths surrounding plant-based nutrition and encourage product trials among diverse consumer segments, such as vegans, food enthusiasts, and home cooks.
To launch OmniSeafood across a variety of channels, including both trade and retail sectors.
Insight
Consumers are increasingly conscious of the environmental impact of seafood fishing and actively seek sustainable alternatives that do not compromise on nutrition.
Strategy
Debunk the misconception that plant-based foods are nutritionally inferior.
The Idea
“OmniFoods mean good protein!”
Execution
OmniFoods partnered with Vivian Kong, an Olympic fencer and dedicated vegan athlete.
Her story of strength and performance fueled by a plant-based diet brought authenticity and credibility to the campaign's narrative.
15-sec TVC + Online Video Ad
A series of video ads showcased Vivian Kong seamlessly blending her casual and athletic personas, conveying a dual message of nutrition and sustainability.
The ads emphasized OmniSeafood's high protein content and omega-3 benefits, while also highlighting its lack of cholesterol and low saturated fat.
6-Second YouTube Bumper Ads
Various versions of short videos on YouTube are crucial reminders that concise messages have the power to cut through the clutter of the fragmented media environment.
IG Stories
When targeting the younger generation, especially those around the same age as Vivian Kong, we focus on creating customised IG Stories for both OmniFoods’ and Vivian Kong’s IG profiles.
MTR 12 Sheet Poster
Bold, appetising images of OmniSeafood dishes were showcased in busy MTR stations, paired with clear, compelling nutritional information.
POSM at Supermarkets
Eye-catching in-store displays and promotional materials were crafted to draw attention and encourage product trials.
Result
Brand Awareness
OmniSeafood received significant coverage in traditional and social media, appearing in top food and health publications as well as on foodies' social media profiles.
Trial Generation
Product trials, especially for the Golden Fillet, increased noticeably, driven by targeted promotions and strategic retail partnerships.
Consumer Perception
Post-campaign survey indicated a positive change in consumer attitudes, with more people recognizing the nutritional benefits of plant-based foods, largely due to Vivian Kong's endorsement.