New brand positioning for Planted: Christian Stucki becomes ambassador
The FoodTech company Planted is kicking off this year's grilling season with a new brand positioning and a campaign. Former Swiss wrestling champion Christian Stucki has joined the team as the new brand ambassador.
As part of the new brand positioning, Planted is moving away from the vegan niche and focusing on a broader target group with the new claim "Approved by Meat Lovers". Instead of focusing on abstinence, Planted emphasizes the genuine enjoyment of meat. The products, which remain entirely plant-based, are aimed at anyone who loves the taste of meat but is looking for a sustainable and healthier alternative. "Our aim is not to demonize meat, but to motivate conscious consumption with our delicious products. Anyone who has never tried Planted will be surprised at how good it tastes - just like Chrigu Stucki, for example, we want to win over other meat lovers," explains Planted co-founder Pascal Bieri.
An ambassador with a passion for meat
The former wrestling king is accompanying Planted as an ambassador in the implementation of this strategy. His genuine nature and his love of hearty food make him an "ideal, credible brand ambassador", according to the company.
Stucki has been dealing with the issue of sustainability for some time and is trying to optimize his diet at the same time. In the process, he has discovered plant-based proteins from Planted as a useful supplement. "I tried the planted.steak, for example, and was genuinely surprised at how good it tastes. Thanks to the natural list of ingredients and the good nutritional values, it's not a compromise for me, but a great choice," says Stucki.
With this partnership, Planted wants to show that its products are not just for vegans or vegetarians, but also for meat lovers.
DACH barbecue campaign at the start of the barbecue season
To kick off the new positioning "Approved by meat lovers", Planted launches a commercial that heralds the barbecue season: wrestling king Christian Stucki stands at the barbecue, Planted.steak on the grill, and says: "I'm not a vegan..." - But what begins as a classic barbecue quickly turns into an explosive BBQ - with alpacas.
With the commercial, Planted is focusing on maximum visibility throughout the DACH region with a large-scale TV campaign.
The first commercials can be seen since Monday on ProSiebenSat.1 channels and the streaming platform Joyn in Germany and Austria. The video clip will also appear on various digital media and streaming platforms in Switzerland.
Responsible at Planted: Sampo Lenzi (Global Brand & Creative Director), Joanna Lazar (CMO), Freddy Dreier (Concept & Copywriting), Cagdas Cakmaktas (Creative Lead), Florence Gubler (Head of Channel & Media), Sidonia Egli (Head of Marketing CH), Victoria André (Head of Marketing DE/AT), Christin Monville (Head of Product & Portfolio Management), Giuliana Pastore (Lead Digital Marketing), Sara Stulz (Digital Marketing Manager), Lucy White (Consumer Insights), Sofia Carvalho (Digital Marketing Manager), Lea Schwegler (Social Media Content), Laura Graf (Polygraf), Luca Sorrentino (UX); François Poulain (Culinary Lead), Pirmin Kaspar (Culinary Expert), Gioele Fiorin (Culinary Developer). Production: Studio Nord, Director: Nadja von Burg & Valentin Kathriner, DoP: Valentin Kathriner.
