In time for Labor Day, vegetarian brand MorningStar Farms—a subsidiary of the Kellogg Company—launched a creative campaign to promote its new Incogmeato vegan meat brand. In 2019, the brand debuted the Incogmeato line with three products (plant-based burger patties, chik’n nuggets, and chik’n tenders) before expanding with two flavors of soy-based vegan sausages early this year. For the campaign, the brand partnered with three animal influencers—@SammiChicken, @Prissy_Pig, and @BuckleyTheHighlandCow—who donned green bowler hats, mustaches, and monocles (to imitate the vegan line’s branding illustrations) and urged their followers to give plant-based meats a try. 

“We’re challenging people to try plant-based and see how delicious Incogmeato really is,” Sara Young, General Manager of Plant-Based Proteins at Kellogg Company, said. “And who better to convince skeptics than animal influencers? It brings Incogmeato characters to life—and gets Incogmeato on the plates of skeptics in a really unique way.”

As part of the campaign this week, the “spokes-animals” will pose the questions “What are you waiting for? Afraid you might like it?” on their Instagram accounts and offer a coupon for a free sample of Incogmeato’s vegan products through Friday.

Please support independent vegan media and get the very best in news, recipes, travel, beauty, products, and more.
Subscribe now to the world’s #1 plant-based magazine!

Subscribe