NoBull Burger is doing veggie burgers right, in a world of bad veggie burgers and expensive meat imitators. The NoBull team approached Triarc with the goal of making their veggie burgers look as delicious as they taste, and banish the stigma.
Representing NoBull in all aspects of their digital presence has allowed us to create a cohesive narrative around their products, brand principles, and intention that goes into every facet of the brand.
All of our content creation and strategy aimed to further NoBull's brand as a champion of diversity - in more ways than one.
We agreed with the NoBull team from the beginning. There’s no point in playing it safe. They wanted their feeds to truly speak to their core consumers and attract like minded folks.
Our social strategy leans into addressing environmental issues, and we work closely with NoBull to address social justice issues as well. These critical subjects are sandwiched between recipe content and testimonials that speak to how tasty NoBull burgers are.
NoBull is expanding quickly and supporting new retailers is part of the process. Due to COVID-19, in-store demos had fallen out of practice, and that is where a comprehensive influencer strategy came into play.
NoBull influencers actually highlight their local retailer, and show here to find NoBull on the shelf when they produce content. This makes the content unique and directly addresses the question of where to find it by showing, not just telling.
The goal is always straightforward and nonnegotiable: make your moth water, even if you’re not vegetarian.
Recipe content is a big part of the social strategy, and our media team is always finding new ways to incorporate NoBull Burgers as meat substitutes in recipes we all love. Also, we’ve made some good lookin’ and great tasting burgers!
Retail support is the name of the game, and our model allows us to have a fair amount of flexibility as promos shift and pull-through priorities change.
NoBull ads run in highly specific geofences and aim to drive engagements, not just impressions. Engagements are a particular focus because we are aiming to reach a very specific flexitarian audience. When people engage positively, it’s a good indicator that our targeting is functioning correctly.
Our copywriting aims to solve the how and why questions that NoBull gets, from why to eat a plant-based diet to actually using NoBull Burgers
We develop each blog and newsletter to sell consumer pain points and bring attention to important topics to the brand. We don’t shy away from writing content that goes against the status quo.