Meat made from plants’ Moving Mountains Foods create plant-based products that are stocked worldwide; available in Europe, Australia and Asia.
Their mission is to bring real change to people’s everyday diet, by providing a plant-based alternative that is competitive in taste, texture, and satisfaction.
Moving Mountains wanted to reach the student demographic, increasing brand awareness and resonance. We were tasked to:
Reach pools of university communities across England.
Position the brand as a quick and delicious meal for students.
We knew that 75% of students aged 18-24, source recipe inspiration from social media, and Instagram and TikTok are two channels they’re most active on.
To launch, we initiated a sign-up campaign on Instagram, to engage with their existing student audience. We then shortlisted students regionally across England, who were equally active on these platforms.
We then devised a brief; or cheat sheet if you will - as we knew some best practice would be helpful during the content creation process for nano sized student accounts.
In short - Students were invited to take part in #MMUniversityChallenge - creating ‘food FOMO’ recipe content across reels, carousels, TikTok’s, and stories.
Finally, creative content was approved by the Agency A Team (for quality, consistency and often - food envy!) before going live on the students channels.
The best performing content was then repurposed on Moving Mountain’s social - to tie the campaign together.
A snapshot of social-first content created by selected Student Ambassadors - across Instagram & TikTok
A first all round!
Content created was shared on the Moving Mountains social channels alongside some humorous #studentmemes. We recognised an increase of 566 new followers across the campaign period. In addition, an increase in positive sentiment within the student community. Finally, the campaign generated inbound enquiries from students ‘hungry’ to learn more about the brand and take part in future campaigns.
You can get YOUR bite of the plant-based action - find Moving Mountains products at your local Waitrose, Sainsbury and Whole Foods (to name a few). View their stockists here.
Agency A are proud to support the Moving Mountains Team with social-first creative content, social media management and paid media.
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