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We Created Hype For Mushroom-Based Meat

With a phased launch, we helped Meati break through in an exceedingly crowded alt-meat space to attract new consumers, investors, and celebrity partners.

Overview

Tasked with publicizing Meati’s emergence into a crowded (and growing) alt-meat landscape to attract consumer, investor, and celebrity attention, we had to hone in on the mushroom-based meat’s strengths and position the company as a big fish in an ever-expanding pond.

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Meati - Fast Company News Article
Forbes News Article
Vegconomist - The Vegan Business Magzine News Article
Green Queen News Article
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Our Solution

Ahead of its national D2C launch, we seeded Meati with select media to show how Meati is different on a product and ambition level. We leveraged the pre-sale’s quick inventory sell-out to build anticipation for the upcoming launch and partnered with Chef Evan Funke in LA to offer a Meati Parmesan sandwich to top-tier media and influencers.

Results

We secured 44 placements in key business, food, and lifestyle publications, totaling 186.8M impressions. The D2C launch fully sold out in 2.5 hours, with a 70%+ bump in consumer email subscriptions, securing Meati’s strong position amidst a growing alt-meat market with a solid foundation of press coverage and brand awareness.

2.5 Hour National Sell-Out

186.6M Media Impressions

70%+ Increase in Email Subscriptions

2.5 Hour National Sell-Out

44 Media Placements

186.6M Media Impressions

70%+ Increase in Email Subscriptions

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TL;DR