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Why is a butcher promoting Meat Free Mondays?

Some of you may have seen the unusual launch marketing campaign from a Canadian meat company, Greenfield Natural Meat Co. This campaign encouraged consumers to try Meat free Mondays. Essentially, they highlight the harmful environmental impact of meat production and ask consumers to take one day off meat products every week. Every Monday, they hide all of their posts about meat on their social media channels and ask their consumers to share the word.

Smart thinking.

At first glance, this would appear to be a ridiculous way of encouraging more people to love your brand and buy your meat products. However, if you dig a little deeper and understand the wider consumer context, it’s actually quite smart. Meat free mondays certainly gets the brand noticed, which is actually the single hardest thing to achieve these days (61% of people failed to recall a single launch in the last 12 months – Launch Marketing Report).

Meat free mondays.

Meat free Mondays has been around for nearly a decade, so it’s not a new tactic or behaviour that Greenfield is introducing to consumers. A not-for-profit campaign that was originally launched by Paul, Mary and Stella McCartney in 2009, aimed to help slow down climate change by raising awareness about the environmental impact of intensive meat farming. What Greenfield has done is recognise a wider social trend and turned it to their advantage and by implication, demonstrate their core brand values.

It is increasingly difficult, if not impossible for companies to hide what they are like on the inside. The proliferation of social media has meant that companies have to practice what they preach. What they say in their glossy advertising has to reflect what they do more closely than ever before…. If they don’t, they’ll eventually get found out. This is all the more important in a launch or relaunch.

In this case, Greenfield has been ballsy but brilliant. Veganism is at an all-time high, and awareness of the meat farming effect is growing, so why not tackle this issue affecting the industry head-on at launch. They back up their message with an authentic production process that is clear for all to see on their packaging e.g. no antibiotics or hormones used and humanely raised cattle. It is too early to see if the launch campaign will be effective but all the signs are positive. They have certainly generated a significant amount of PR, so the marketing department will surely be able to prove there has been a return-on-investment.


With a risky marketing launch comes reward, especially if done with consumer insight and an authentic product story at its heart. Diesel the clothing company is another prime example of this approach. They recently set up a pop-up store in New York during Fashion Week, selling what appeared to be knockoffs of its own clothes. The products were actually genuine but the logo had been misspelt Deisel. They filmed the whole thing and then launched the campaign over multiple digital channels.

They wanted to tackle the fake designer fashion market that runs rife in Manhattan head-on by mocking it. Once the news got out that the store was actually full of genuine products, long queues started forming and products that were originally sold for $60 in the store, were reselling for $500 on eBay.

Key learnings.

  • Don’t hide behind industry taboos, tackle them head-on.
  • Your consumers will thank you for being honest.
  • Make sure there is always an authentic and direct link to your new product Keep the message strong and clear
Image Credits
  • http://www.adweek.com/brand-marketing/why-diesel-opened-a-deceptive-nyc-pop-up-store-selling-knockoffs-of-its-own-clothes/
  • Shutterstock

By Alexis Eyre
Head of Marketing

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