Why prospects need merchandise that are good for them—and the planet
allplants was founded in 2016 by two brothers who were motivated to switch to a plant-based diet after learning about the environmental impact of meat and dairy products. They started running plant-based dinner clubs before setting up all-plants to respond to a shortage of quality, prepared vegan foods.
As a certified B-Corp – that is, they have met a number of strict social and environmental standards – all plants work together with a climate-neutral supplier. All packaging is either recyclable, compostable or reusable.
Their mission is to prove that it is better for more people to be imperfectly sustainable than just a few who strive for perfection. For all plants, this means inviting vegans, vegetarians, flexetarians and even plant-loving meat eaters to enjoy their meals.
Good for everyone
Although allplants has always been a proudly sustainable brand, they had not yet placed their green values in the foreground of their Facebook campaigns.
“As a company, sustainability is at the heart of everything we do, but we have struggled in the past to convey this in our ads,” said Lucy Palfreeman, marketing analyst at allplants.
Working with the creative shop and Facebook’s production house, Coffee and TV, they tested a series of ads that did just that.
allplants supplied four mobile-first motifs for vertical videos to be shown to a wide audience across the UK.
“Goodness all around” focused on the company’s supply chain, recyclable packaging and a climate-neutral delivery service.
“Minimum Waste” highlighted the B-Corp references of all plants and explained how the brand developed serving sizes to reduce waste.
“Good for All” combined a message that meals are good for the planet with a message that shares the health benefits of eating all plants.
A fourth motif followed allplants’ traditional messaging, which was about the convenience of meals.
Each ad had a “Try Us Today” call-to-action button that was linked to the landing page on the Allplants website.