Plantbased Sausage And Bacon Brand This Beefs Up Its Guerrilla Marketing Strategy
We spoke with newly appointed CMO D Bulsara to find out how the meat alternative company is reimagining its compelling vision.
Now co-founders Andy Showell and Pete Sharman are bolstering the marketing strategy by appointing De Bulsara as their first CMO as the business gears up for its biggest announcement of the year.
Bulsara, who was head of purchasing at Sainsbury's and Soap & Glory, told The Drum: "So much has been done, but I'm coming in with a fresh perspective and I still have a lot to do.
The marketing gimmicks that helped him break into the crowded lean market are Shovel's brainchild, and while Bulsara says they remain a core part of his marketing strategy, his job now is to "consolidate" them. "It's about getting his show to reach a certain audience and how we can get a bigger audience," he says.
With his feet on the table, Bulsara did extensive market research to find disinterested consumers and new marketing techniques to turn them into predators. “I want to come in and put the consumer at the center of everything we do,” he says. “I really want to understand these consumer touchpoints and then show that repeatedly and consistently across all touchpoints so that we are always in the spotlight.”
Today, Hon's customer base consists of Generation Z, millennials, and previous families, which Bulsara attributes to its previous marketing strategy. “Yes, we have a core audience, but we want to know who the wider audience is and how do we talk to them?”
With plans to add ads in 2023, the company is finally committed to airing its first H1 TV spot. Bulsara has also focused on targeted marketing.
However, with inflation likely to hit 18 percent in the first half of next year, this could be a difficult time to afford the lavish harvest that costs so much. At Tesco, for example, they cost £3 a pack, compared to £1 for their own brand of meat sausages. You can also buy eight meat burgers at the supermarket for the same price as these two.
Asked about inflation, Bulsara said the idea is for plant-based meat to outpace all consumer spending. “Thanks to the hard work of all parts of the business, we managed to reduce some of the final costs. And importantly, without sacrificing the hyperrealism or extreme food quality that we're known for."
With the cost of living rising, Bulsara has set its sights on competing in an incredibly crowded alternative meat market. In addition to meat, Quorn, Vivera and Hyura compete in the UK vegetable market, currently valued at $489 million and expected to grow to $726 million by 2025.
“One of the biggest challenges we face is the number of brands that have entered the market.” To stand out in a crowded market, he says, you need to “carve out your niche.” It's hyper-realistic meat for that.
The company wants to market itself as a meat-free option for everyone, not just vegetarians and vegans. "We talk a lot about flexitarians, about meat reduction, but to show them how we got there and that you have an alternative that can be as good as meat, that's what we have to win."
The growth of the category, according to Bulsara, means attracting customers from the meat industry. “As a brand, we are not trying to make the world vegan. We're trying to reach the masses for maximum impact. It's a mass market game."
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