allplants

Our task was to launch the new direct-to-consumer brand, allplants, with a starting budget of £105k.

27%
increase in order volume YoY.
44%
growth in organic, brand and direct acquisitions from December to January.
Project Information

Target audience

Steering away from ‘hardcore vegans’ to hit those looking to eat more plants…known as the ‘flexatarian’. These tend to be ABC1 Women between 25-45.

Our insight

The start of the new year brings around TV schedules packed with inspiring and aspirational content for a ‘better you’. This, coupled with the rise in popularity of Veganism, made January (Veganuary) 2020 the perfect opportunity to get allplants on TV.

Our solution

Utilising TV as the broadcast channel, we also ran sales-driving activity with national press supplements and inserts in weekend newspapers. With a challenging budget for TV we had to make this a short, yet impactful campaign. We tapped into deals in the market for cost efficiencies, coupled with cherry picked relevant TV spots, such as Living On The Veg, to drive traffic spikes.

Channel Mix

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d19’s attention to detail on a modest investment was evident. Achieving ‘first in break’, cherry picking programming and accessing the overall deal, each element of the campaign was executed with real care and attention.

Emma Aitken, Head of Performance Marketing
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