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