Future Farm

How do you give foodservice professionals a taste of the future of meat-free dining?

The Challenge

As consumers become increasingly conscious of their meat intake and the longer-term effect of meat consumption on the future of our planet, there’s been a sharp rise in veganism and flexitarianism globally. With meat-free Mondays (and more!) increasingly featuring on our in-home dining repertoires, foodservice operators need to up their game when it comes to plant-based menu options, to meet the increasingly innovative ways consumers are embracing meat-free meals.

Future Farm challenged The Hub to launch the brand with a big bang in the UK foodservice sector, and to drive listings of its diverse range of plant-based protein products including its all-new Tvna – a signature blend of soy, pea and chickpea protein, that tastes just like tuna!

The Strategy

In 2021, over 500,000 consumers from across 200 countries signed up to participate in Veganuary. With traction of the cause building across the hospitality sector, many leading publications, influencers, suppliers and operators were engaging with the international initiative.

The Hub identified that by aligning Future Farm with the conversation across Veganuary via a dedicated trade PR, advertising and event schedule, the brand would be seen as leading the narrative on this hugely relevant subject matter…demonstrating its thought-leadership credentials to buyers, operators and end-users.

The Campaign

The Hub worked closely with The Caterer, to implement a 360 media campaign incorporating high-impact advertising creative, digital awareness and sponsorship of its highly anticipated Plant-Based Summit, which included a speaker slot for Jack Read, UK sales director at Future Farm.

The Hub created a fresh look and feel for Future Farm across its foodservice communications, introducing a punchy, unapologetic brand positioning – a bold statement to create real impact when taking over the front cover of The Caterer!

The campaign was extended to feature in both Pub & Bar and Dine Out publications, both online and in print across January 2022, and will act as a launch pad for out-of-home communications for the planet-protecting brand.

The Results

Over 15 pieces of coverage across January 2022

650 registrations to The Caterer’s Plant-Based Summit

Over 213,000 OTS seen across January 2022

Highly coveted speaker-slot on expert industry panel

“The Hub absolutely nailed our creative vision for the Veganuary campaign. The strategic outreach plan exceeded our expectations; a real ‘wow’ moment for us as an emerging brand in the UK and opening the doors to some really important conversations with the trade. A huge success!”
Wholesale & Foodservice Manager, Future Farm

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