Make a little room on the grill
People often think that bringing in a veggie substitute means replacing meat. But it’s not an all or nothing deal. We’re not asking people to throw away their entire freezer; we’re just asking them nudge that hot dog a bit to the left on the grill this summer to make room to try a MorningStar Farms veggie burger.
grillscapes
Micro-influencers created their own “grillscapes”—grill top displays that featured anything from classic cuts of meat to colorful veggies, all including MorningStar Farms veggie burgers—to show people how much room there really is on the grill to try something new.
MAILER
We sent influencers and media a grilling kit with the cutest, itsy-bitsiest, green grill just big enough for one burger patty so they have no excuse not to try grilling with MorningStar Farms.
Summer grilling series
We joined forces with eatwith to enlist hosts for a MorningStar Farms summer grilling series, kicking it off with one big event featuring Justin Hartley.
Copywriter: Maggie Dodson