Strategy | Branding | Packaging | Communications

Veganuary – Choosing Plant to save the Planet
The humble yet Mighty Mushroom is a great place to start

In 2023, 707,000 people signed up to take part in the Veganuary campaign, a quarter of those being from the UK. However, according to the campaign’s research, it is estimated 10x that amount participated – Veganuary 2024 is looking to far surpass that figure.

Many people’s New Year’s resolutions barely make it out the first week, but Veganuary sees a significant number continue with a plant-based diet far beyond the month of January.

Although Veganuary doesn’t always convert people to a fully plant-based diet, it does however open their eyes to delicious alternatives. Alternatives that are better for the planet and usually your health – The Mighty Mushroom Co. ticks both of these boxes.

Challenge

We saw an opportunity in the brand positioning to bring authenticity to this scrumptious substitute. Using real food values to the category in a way that no one else could. Our mission was to showcase the amazing potential of the mushroom – a powerful, natural superfood and continue to change people’s consumer habits.

Approach

The Mighty Mushroom Co. uses an iconic mushroom silhouette as the holding device to deliver proper impact and instantly highlight the key point of difference against the competition. We also created a distinctive pattern based on abstracted ‘packed in’ mushroom idea using tones of the green brand colour to help build recognition and recall of the brand.

Delivering taste on pack was key; we wanted to take appetite appeal up a notch or five, so we created delicious product shots for the pack that move away from some of the tired recipes of spaghetti bolognaise, in favour of more exciting, mouth-watering options.

Mighty by name, mighty by nature.