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Meatless Farm has appointed Media Bounty as the social media agency of choice as the brand launches the nationwide campaign, ‘Meat free, not taste free.’

There are an estimated 22m "flexitarians" in the UK seeking to reduce their meat consumption. With this in mind, Media Bounty conducted a social listing and strategy piece to understand the cultural landscape, competitor market and shopper behaviour of the target audience ahead of the launch

Media Bounty then developed a full digital strategy to deliver the ‘Meat Free, Not Taste Free’ message in support of the launch of Meatless Farms mince and burgers into Sainsbury’s.

Morten Toft Bech, founder of Meatless Farm, said: “This is a new and truly innovative category to be operating in. While our products are all lovingly made with plants, what really makes Meatless Farm different is the taste – a point that the team at Media Bounty were quick to pick up on. We’ve developed a really effective partnership based on listening to our audience and delivering on their needs – we can’t wait to see what the future holds for the brand beyond this exciting launch into Sainsbury’s.”

Media Bounty’s account director, Charlie Bennett, added: “There are so many benefits to long-term meat reduction and this is a cause close to the hearts of many in our business. Meatless Farm operates in such a refreshingly reactive and honest way, genuinely putting their all into developing products that deliver on taste and ethics. We couldn’t be more excited to be working as their launch partner and look forward to a long and fruitful relationship with the brand”.

Ahead of retail launch, Media Bounty has planned and produced content to be used across Meatless Farm’s social media channels, programmatic display ads and partnership content. The initial media phase will focus on A/B testing, trialling creatives and messaging against key audience break-downs and carrying these findings into 2019 Q1 activation.