The plant-based movement is on and Lightlife has been changing the game since ‘79. We had the impossible task of speaking beyond “disruptive” brands. We started with lying to kids to eat their veggies.
Create a campaign to make kids and families understand that just because a burger, sausage, or tender is plant-based, doesn’t mean it tastes awful.
Plant-based products are everywhere, but no brand does it more honestly than Lightlife. Competitors go for new-age, proprietary science meat, but Lifelight keeps it simple. Parents dig that there are no fillers or fake blood, while kids just enjoy the taste. We needed a celeb/influencer couple to help us keep it real about the goodness of Lightlife for family dinners.
Hello Kristen Bell and Dax Sheppard. We tapped into their buzz fresh off The Good Place’s final season, creating “A Taste of Honesty.” Our two-minute short hilariously (and sometimes brutally) showed the real talk of that comes with honest parenting. The many cuts highlighted the honest-to-goodness taste of Lightlife, while making Lightlife a household name in the plant-based game.
Parents wrote in. They loved it. A Taste of Honesty brought tons of fan response and landed us on AdWeek’s Ad of the Day and other industry highlight reels.