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Todd SmithMorningstar Farms
Let’s Get Frank: How a Spoken Word Can Be Worth a Thousand Pages
#SB16SD #ActivatingPurpose
MORNINGSTAR FARMSThe Veg Effect: When Less Meats More
‘One of the simplest, most impactful things I can do to help my health, and the planets’ is eating
less meat.’
Barrier #1‘It’s not for me’
Credit:OnBeing
Barrier #2‘It’s the food’
Credit:AnheuserBusch
Barrier #3‘Why? I’m good with this.’
CAMPAIGNIDEA
GoodforYou
GoodfortheWorld
What we want people to
believe:
How we’re going to get them to
believe:
MSFis…
CommunicationContentPillars
Howveggieproteinfitsmylife
Whoeatsveggieprotein
Whyeatveggieprotein
VeggieCuisine VegforAll Vegucation
CONTENTPILLARS
VEGGIECUISINE
VEGFORALL
VEGUCATIONTODATE
VEGUCATIONTODATE
Substantiation
Transparency
Leadership
MORNINGSTARFARMSLIFECYCLEASSESSMENT
VEGEFFECTCALCULATOR
VEGEFFECTCALCULATOR
VEGEFFECTCALCULATOR
MOREVEGUCATION
MOREAPPLICATION
CONTENT@SCALE
SOCIAL & OLMPRINT
SUMMER TOURINFLUENCERS SUMMER TOUR
RECIPES & FOOD
ANY WAY YOU VEG VIDEOS
ANY WAY VEG DOCUMENTARY
MSF.COMCONTENTHOME
LIFE CYCLE ANALYSIS ADDRESSABLE TVCONTENT@SCALE
SOCIAL
INFLUENCERSSOCIAL
GOOD INFOGRAPHICS
INFLUENCERS
SEARCH
CONSUMERTARGET
CONSUMERJOURNEY