Foundry for Planted: Grease the Pan, Save the Planet

Planted is a spin-off of ETH Zurich founded in July 2019 and has brought to market a plant-based chicken consisting only of pea protein, pea fiber, rapeseed oil and water, which is confusingly similar to classic chicken in terms of taste and consistency. The product met with widespread interest and was launched on January 13.

In a world where meat substitute products are on the leap from niche to mass product, it is important to explicitly avoid traditional cliché traps and to deliberately break with existing codes. Thus, the product should be positioned in a colorful, varied, contemporary, positive and relevant way. Instead of classic product images, the four elementary brand values of health, animal welfare, good taste, and sustainability were brought onto the packaging as central messages in a playful and at the same time to the point way. This was done in the form of rhymed sayings such as "Grease the pan. Save the planet" or "The meat grows on the bush. It tastes just like chicken". The headlines were developed in all four national languages.

The result is 16 different packages for the two product variants, pure and marinated. Not a classic product sleeve, but a platform for relevant communication that can be played with in a variety of ways.

Parallel to the market launch, Planted will also be brought to life via other touchpoints developed and designed by Foundry. A landing page with delicious recipes and a designed food truck, which has been touring Switzerland since Friday, were also realized. In addition, there are numerous social media activities.