NotCo In Plants We Trust
We flipped dinner time on its head to launch NotCo in the Australian market and announce Anna Polyviou as the Australian ambassador.
We secured key media and influencers to enjoy a unique menu with a little help from the dessert queen and NotCo‘s newest brand ambassador, Anna Polyviou.
We needed to identify key media outlets and content creators who could speak to the AI technology, sustainability, efficiency and brand image to position NotCo as a plant-based brand that offers the same taste, texture and functionality of meat and dairy products.
The feast included a NotMilk apple crumble entrée, a NotChicken gnocchi main course and a DIY NotBurger to finish. Interactive elements such as the coffee demonstration and cocktail masterclass helped to showcase NotCo’s brand story.
The neon photo wall provided the perfect photo opportunity for media and influencers to snap the iconic ‘X’ and ‘In plants we trust’ message, to amplify the message far and wide on social media.
The event was successfully led by host and ambassador, Anna Polyviou, who appeared virtually on screen to talk guests through the menu and led guests through the evening. Anna’s presence added a friendly and humorous element to the night where guests were able to enjoy her personality and gain an understanding of the NotCo brand.
We were pleased to welcome Delicious, Taste and SBS Food and secure eight key influencers to enjoy NotDinner and provide strong content following the event. All guests left with a NotCo goodie bag and shared overwhelmingly positive feedback.
The interactive event generated a succession of media and influencer content and exceeded KPIs. Momentum was maintained via well-aligned influencer content and targeted pitching, resulting in strong business, lifestyle, food & technology coverage.
Paid social media was used to target the Australian market and generate awareness and buzz around NotCo's product offering. This integrated approach saw the amplification of brand and influencer campaigns. Paid social media over-performed across all key metrics and drove 100,000 unique clicks to Coles and Woolworths pages.
Paid social media was also used to target key supplier locations to drive education of NotCo.
Read more about this campaign
AFR - Jeff Bezos-backed NotCo aims to shake up Australian plant-based food
9Honey - NotCo uses artificial intelligence to create plant milk that tastes like real milk
Thrillist - The Best Fake Meat Brands In Australian Supermarkets
Delicious - News bites: Best food updates and events this week
Food&Drink Business - NotCo rolls out AI plant-based range in Australia
