Foodservice companies aren’t exactly known for adding whole new categories very often. However, this is exactly the case with the latest plant-based meat alternatives.
How does marketing plant-based products matter?
Plant-based proteins have emerged on menus across the country in response to the growing demand for sustainable, healthy foods. While traditional meat substitutes such as tempeh, tofu, or early meat alternatives lack the taste and texture of real meat and poultry, these new foods have been a hit with a variety of consumers, including vegans and vegetarians as well as flexitarians.
These advancements take place at a time when many consumers are trying to cut back on meat consumption. Regardless of whether they are opting to eat less meat for health or environmental reasons, animal welfare concerns, or for any other reason, people are actively seeking out options when they choose deliveries or when they eat out in the future.
While this trend originated in fast food, it is now finding acceptance in a wide variety of channels around the world.
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This all allows you to take advantage of exciting opportunities. To help you make the most of it, and get your plant-based products noticed by vegetarians, vegans, as well as non-vegetarians, we have listed various strategies. So, what are you waiting for, to continue reading to be a dominator in the plant-based products industry?
Plant-based products marketing ideas
With a few tried and tested plant-based products marketing tips, you can easily plan a successful launch and create a buzz.
Improve your brand messaging
There is power in words. Plant-based foods are growing in popularity, so there are a lot of different labels you can use to describe your products. The list goes on- meat-free, meatless, dairy-free, vegan, animal-free, cruelty-free, plant-based, vegan, etc.
For your brand’s messaging to be effective, you need to know your customers well. In addition, it is critical to understand the psychology behind the words you choose for your plant-based products. According to statistical analyses, using the term “meat-free” underperforms virtually as compared to every other label. “Meat-free” is psychologically thought to signal that your product lacks something, and people are always striving to avoid missing out on something, so they won’t buy your product.
Additionally, the word “vegan” has a tribal connotation. Those who aren’t vegans will shy away from purchasing products that claim to be vegan because the product promotes something they aren’t.
Again, the more you know about your core customers, the better you will be at communicating your message. This article provides insight into how you can use messaging in the plant-based food market to reach your audience.
Spread the Word
You should let diners in your area know you offer meat alternatives since they are probably looking for them! If you are a plant-based restaurant, make sure to add signage in your restaurant and/or use social media to draw attention to new menu items. You can use Instagram, Facebook, Twitter, TikTok, etc., to reach multiple audiences and grow your plant-based brand.
Using different advertising platforms to diversify your marketing strategy provides you with the following advantages:
Increased Brand Visibility
You will reach a larger audience if you advertise on more platforms. It’s because you’re reaching different audiences with each of them. It’s all about numbers in advertising, so make your efforts as extensive as possible.
Increased Consumer Trust
Repetition builds trust, though it may sound simple. That’s why you see companies such as Apple and Coca-Cola everywhere. These companies are cementing in the mind of the customers that they are reputable, powerful companies.
A similar principle applies to the market for plant-based products. The more frequently your brand is marketed, the better.
A multi-platform approach ensures that if one platform fails, the others will still be able to provide a strong ROI. Consider this diversification of your assets. If you invest all of your money in one company, you can lose it all if it fails. In order to get the biggest reach and ROI, make sure you use all of the major advertising platforms.
Introduce plant-based foods in your menu gradually
Try modifying popular dishes such as spaghetti bolognese, chili sin carne with sauce in a glass bottle for oil, and other customers’ favorites in two steps. Show your customers that even a plant-based option can be delicious by starting with what they crave. Expand your menu to include more plant-based dishes that your customers will enjoy.
Highlight Plant-based foods on the Menu
If you own a restaurant, make sure that your vegan food offering integrates seamlessly with the rest of your menu options. This is one of the best marketing strategies for vegan food. Diners will be able to find plant-based meat alternatives on your menu alongside meat-based proteins. Adding a statement like, “By choosing… you can make this dish vegetarian/vegan.” would be useful.
Make Dishes Dazzle
The fact that these foods are brand new may cause some customers to approach them with a critical attitude. Dishes made with meat substitutes can be made visually appealing and tasty in order to overcome these barriers.
Train Your Staff
You don’t have to stop at your customers when you use plant-based marketing. To ensure that your vegan/vegetarian menu is known to your customers, your staff is equally important. Make sure your servers know what dishes can and cannot be prepared with meat alternatives. Make sure they know how these foods compare to real meat, ask guests about food allergies before serving, and prepare them to answer questions in regards to the taste, texture, and appearance of these foods.
Serve these items complimentary with an appetizer to introduce diners to these items. Think of crumbled quesadillas, nuggets with dips, or flatbreads with toppings. You could also plan a special tasting event to introduce your new menu items. You can also host a giveaway for plant-based bottled and jarred packaged goods and foods.
Follow Trends on social media
The vegan community does not want to miss out on any trends. Animal-derived products are all they want to avoid. This allows you to take the opportunity to keep up with the times and offer your customers the products they want.
Trends in social media are constantly changing. Therefore, for your vegan brand to be successful, you need to follow those trends. Add a vegan twist and you’ll shine. Have fun while you are at it and co-relate your vegan brand with ongoing trends.
Use influencer marketing
A large number of vegans who are socially active are influencers. Our focus is not on huge celebrities, who are difficult to approach, but on YouTubers and Instagrammers with tens of thousands, or more, of followers.
Those who support them are extremely passionate about genuine vegan products, and they encourage them to buy them. The only thing you must do is earn their trust by offering them samples of your products to test out and review.
Adopting plant products in other words means supporting cruelty-free living. Many people are going vegan nowadays for a healthy lifestyle as well as animal welfare. These methods can get your plant products noticed by a wide range of audiences. Plant products have no limits. They can include food items, cosmetics, fashion accessories such as bags and footwear.
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