Future Farm – Driving awareness and retail sales for a plant-based challenger brand

Brief

Future Farm is a fast-growing Brazilian brand on a mission to make plant-based meat accessible – and irresistible. Sold exclusively through Sainsbury’s in the UK, the aim was clear: to boost product sales both online and in-store and spark wider awareness among UK shoppers, especially those looking to reduce or eliminate their meat consumption.

17,000 post likes, 366 comments, 77 shares

Strategy

Headlines about billionaires ‘escaping to Mars’ coupled with Gen Z’s appetite for bold ideas gave us an opportunity to grab attention in an unexpected way – turning the conversation back to planet Earth and what we eat.

Partnering with creative agency Impero, we launched a hard-hitting campaign in three-phases. Every element was guided by our Receptivity Model, ensuring Future Farm showed up exactly when people were most open to listening and acting:

Phase 1: We ran a series of provocative street posters and teaser murals – ‘Done with Earth? Mars Awaits’. To maximise intrigue, we kept this phase anonymous, using fake Instagram and Facebook accounts, so none of the ads pointed to a landing page.

Phase 2: The initial posters were then ‘defaced’ with the message: ‘F*ck Mars. The Future is Earth. The Future is Plant-Based.’

Phase 3: In the final phase, the message evolved into the brand’s long-term promise: ‘The future is plant-based. The future is delicious.’

We extended the creative into a fully integrated digital campaign, which combined paid search (YouTube, Discovery) with social (Facebook, Instagram, Snap, TikTok) and hyper-relevant targeting to reach high-intent, curious audiences.

Keeping Phase 1 anonymous piqued curiosity and conversation, which we were able to use when re-re-targeting in Phases 2 and 3, adding Sainsbury’s store data at the end, moving the brand from awareness to real-world action at to the point of sale.

This turned paid media into smart, real-time data, helping Future Farm ‘rent’ trust and attention fast, exactly as challenger brands should.

395 clicks through to view products on Sainsbury’s site

Results

Using a bold, unconventional approach which proved you don’t need to go to Mars to find a better way to eat, the campaign certainly got people talking:

• 395 clicks through to view products on Sainsbury’s site
• 17,000 post likes, 366 comments, 77 shares, with 93% of engagement coming via TikTok
• Most importantly, the campaign’s comments sparked healthy debate and curiosity around plant-based eating, driving exactly the brand discussion Future Farm wanted to ignite.