by Lisa Novak

In the face of an increasing health crisis, people across America are reevaluating the way they and their families eat. Health advocates, business leaders, and politicians have been calling for change.

The timing could not have been better for Gardein, a maker of healthy meat-free foods. The national conversation gave us a unique opportunity to position Gardein as a solution – a simple, delicious way to eat less meat and start on the pathway to better health. And rather than focusing on the negative (health implications, the evils of meat) like so many have before, we threw a party – showing people that making small changes to their diet can be tasty, easy, healthy and fun. Our Gardein Party was organized like a traditional political campaign, focusing on two fronts:

• Launching the Gardein Party mobile food truck, supported with digital and social media strategies, to host an aggressive, on-theground sampling campaign in D.C., Boston, Chicago, and Atlanta in the course of one month - July 2011.

• Executing a thought-leadership initiative designed to insert Gardein into the larger cultural conversation about reducing meat consumption as a means to better health. We accomplished this by hosting a series of salon dinners (one in each market) with local influencers – media, health advocates, politicians -- and Gardein leadership.

The campaign was a great achievement – but we’re just getting started on our mission to change the way Americans eat.



Please contact k-global for more information about our unique approach and how we can craft a similar campaign for your organization!