Plant-based Dieters Eat Up Dr. Praeger’s Brand Values

Case Study: Dr. Praeger's Veggie Tracker

One of the originals in the now exploding plant-based foods category, Dr. Praeger’s recognized the importance of deepening recognition for its values, building on the awareness of its best-selling veggie burgers, tots and cakes. In an increasingly meatless world, we set out to embrace the positivity of the plant-based movement with a campaign that helped modernize the 25-year-old brand, bringing its values to life to deepen loyalty and attract new fans.

Insights

We didn’t have to look far for inspiration. Despite rising interest in plant-based diets, we knew that 9 out of 10 people failed to eat the USDA’s recommended daily allotment of 3 cups of veggies. The success of various diet trackers and specialty diets like Whole30 and Meatless Monday also told us that people were up for a challenge and strived for improvement. Building on the optimism of our target customer (revealed via consumer research) we set out to help people embrace a plant-based diet and thrive.

The Campaign

With the altruistic goal of increasing veggie consumption while increasing awareness for the brand, we launched the Veggie Tracker, an online tool to help people track their daily veggie intake, get inspired by recipes and gain motivation through swag and prizes.

Results

– 17K+ users tracked 57K cups of veggies

– 99% signed up for text inspiration

– 130M impressions

– 16K email news sign ups

– 500K+ site visits

Survey Results

The Veggie Tracker helped users see they aren’t eating as many veggies as they thought, and that they need to be eating a variety of vegetables. While Dr. Praeger’s typically attracted a more vegan/vegetarian focused audience, the tracker also successfully connected with meat eaters wanting to focus on eating more veggies: 71% of users identified as omnivore or flexitarian.

The Visual Language

What represents veggies better than a bright palette reflective of the “eat the rainbow” mantra? For this campaign, Maxwell defined a new brand, building on the clean simplicity of Dr. Praeger’s packaging while embracing the vibrancy of the target consumer’s approach to life. We created a unique identity, photography and cropping style as well as custom illustration complementing the brand’s existing library.

The Digital Experience

We snagged the www.veggietracker.com website, building a custom microsite rich in tools and resources to help people track their progress and gain inspiration. Participants were rewarded with a free ebook for signing up and kept motivated with loads of resources, daily emails and text reminders.

Paid Social

We made the most of limited resources by focusing our dollars on highly effective paid social where we generated more than 1M impressions and engagement more than twice industry benchmarks.