Say yes to less!

Care since 2022 by:

  • REICHLUNDPARTNER advertising agency

Distribution area of the campaign: Austria

Initial situation

Time for half-and-half!

Rebel Meat is half meat, half veggie and 100% high quality organic. With this new food concept, the young start-up wants to get more people to reduce their meat consumption. On average, Austrians eat far more meat than is healthy, which is also harmful to the environment.

Strategy

For the love of reduction

Pleasure without remorse: The brand wants to show that giving up meat does not mean giving up pleasure, nor is it difficult to integrate into everyday life. For the love of reduction, we positioned Rebel Meat under the claim “Say yes to less” and developed a headline campaign to match. The confident lines are meant to motivate you to try something new.

Implementation

Say yes to less!

The product is the hero: For the implementation, we created a concept that focuses on the essentials: the Rebel Meat dishes. In addition: crisp messages, which we stage strikingly on the gaudy corporate design. Simple, but an eye-catcher. Because “less is more” applies not only to meat consumption, but also to design.