Vivera.
More life, less meat.
The world is waking up to the fact we’re eating too much meat. The United Nations have said that cutting down on meat is the biggest thing we can do to address climate change. Eating meat is not just affecting our climate, it’s impacting our health & lowering the quality of life for animals too. Vivera was established in Holland in 1990 and is a pioneer of plant-based meat alternatives. The task was to re-position the brand strategically and visually, then re-launch it across Europe to capitalise on this unique time for meat alternatives.
Our starting point was uncovering the brand’s purpose: Vivera believe that life is better when you eat less meat. The strategic break-through was not viewing the brand through the narrow lens of vegan or even vegetarian. Instead the huge opportunity being the people looking to reduce the amount of meat they are eating. Vivera was positioned to help and mobilise these people to make their change, however small. Whilst making them feel part of a bigger movement, which we called the Goodness Revolution - good taste, good for you & good for the planet.