Encouraging vegan choices

Overview

Fillerz cafe, known for its bold and edgy brand, launched a Veganuary campaign to promote its vegan Cajun wrap. The campaign aimed to attract non-vegans and encourage customers to try plant-based options without sacrificing flavour.

Role

The project involved creating impactful visuals for social media and outdoor advertising to raise awareness and drive footfall during January. Assets were designed to align with Fillerz’s cheeky and on-brand tone.

Challenge

The cafe needed a campaign that would not only resonate with its existing customer base but also appeal to a wider audience, including those hesitant about plant-based options. The challenge was to balance bold messaging with an inviting call to action.

Solution

The tagline “Zero Clucks Given,” a playful nod to Fillerz Cafe’s edgy tone, was central to the campaign. Large visuals showcased the vegan Cajun wrap with ingredients spilling out, emphasising its flavour and quality. A secondary tagline, “Can you even taste the difference?! Try this Veganuary,” was used to challenge customers to give it a go.

GIFs were created for social media to increase engagement, while outdoor advertising was strategically placed in the town centre to maximise visibility. The campaign successfully positioned the vegan Cajun wrap as an exciting, flavour-packed option, targeting those reducing their meat intake or exploring plant-based alternatives.