Unilever: The Vegetarian Butcher

Plant-based food company, The Vegetarian Butcher, overcame product perception barriers for its launch into China through a partnership with Burger King.

Campaign details

Brand: The Vegetarian ButcherBrand owner: UnileverAgencies: Mindshare China, Unite ChinaMarket: China (Mainland)Sector: Convenience, readymadeMedia channels: Competitions & contests, Content marketing, Public relations, Sales promotion, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

The Vegetarian Butcher brand aimed to become the largest butcher in the world, producing high quality culinary products that support a better environment without harming animals. However, as a new brand entering the Chinese market, Chinese chefs would have doubts as to the popularity of plant-based meat...

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