Each year we witness a rise in brands using the power of Out of Home across Veganuary to reach the valuable meat-free audience, or to launch their latest plant-based NPD. Discover how brands continue to use the channel as a recipe for success, and deliver trusted, standout messaging to drive penetration beyond the month of January.
By Colin Horan Strategic Partner, FMCG
The growth of Vegan or Plant-Based eating has been steadily on the rise since the introduction of Veganuary back in 2014, with the UK vegan population increasing to four times its original size in the first 5 years. Consumers are now well versed in both the environmental and health benefits of a plant-based diet, and whilst going 100% vegan might be a stretch too far for some, the rise of the flexitarian diet continues to grow the market. With overall meat consumption down 14% since 2012, many Brits are now regularly looking to supplement their diet with plant-based alternatives.
Veganuary provides an opportunity to attract more consumers into the market and gives a platform for brands to align themselves with this valuable audience or launch their latest plant-based alternative. But the opportunity lives way beyond the month of January, and Out of Home (OOH) has swiftly become a go-to channel for plant-based brands to deliver their message to the masses year-long. I’ve highlighted three ways I think brands can use OOH to fuel their growth in 2024.
Growth typically comes from increasing penetration from light-category buyers, and the plant-based category is no exception. Whilst the Vegan population has certainly grown, it still only represents around 2% of UK consumers. However, a study by the Social Market Foundation found that 58% of Brits have made some effort to cut down on their meat consumption.
OOH’s superpower is its ability to reach those all-important light category buyers. As a broadcast channel that can reach up to 97% of UK adults every fortnight, it helps brands build awareness with all potential buyers and increase consideration in buying situations. Across 2023, Flora took a multi-format approach to promote their plant-based butter. This included a national six-sheet campaign to build huge reach, in addition to a number of premium iconic sites such as Storm Cromination to create a truly unmissable campaign.
Alongside the power of brand building, it’s important for advertisers to capitalise on any demand generation to nudge consumers into making a purchase. Driving action comes down to three things - the right location, the right moment, the right message, and the evolution of Out of Home as a data-driven digital channel makes delivering these types of activation campaigns easier than ever.
Planning in proximity to point of purchase is the first step, either at the point of sale outside a major supermarket or perhaps in walking distance of local stockists.
Next is to consider using the flexibility of Digital OOH to deliver your message at the right moment, perhaps on a weekday lunchtime, or even by using a relevant data trigger dynamically or even programmatically, such as the weather or search trends.
Finally, make sure your creative is designed to nudge action. Brands do this currently by making it as easy as possible for consumers to act on their message or call to action. A common way is to add a call-out and directions to the nearest store where the product is available. We’re also seeing brands trial the use of QR codes as a way to drive trial through couponing.
For many, purchasing a plant-based alternative means they’re buying a product or brand they haven’t bought before. The category has welcomed a plethora of new challenger brands into the market, each competing for shelf space and consumer consideration against the NPDs from the well-known behemoths. 37% choose a plant-based diet because it’s a more sustainable choice, but there are many other factors which affect decision-making that brands still must overcome, such as quality, value, and trust.
Clear Channel’s soon to be released Audiences in Focus study reveals that 83% of UK adults say trust is important when making decisions about the brands they buy.
Public broadcast channels, such as OOH, are perceived to be significantly more trustworthy than using private channels. It’s because you’re essentially making a public declaration about what your brand stands for. If consumers trust your brand, then they’re more likely to take a chance on it.
Additionally, for those brands leaning into the sustainability message, they’ll want to ensure that their media choices reflect their values. Printing posters using recycled paper or opting for digital screens which are powered by renewable energy (such as Adshel Live) are a couple of ways in which brands can easily reduce the impact of their advertising and increase trust levels with the consumer.
Sources: Social Market Foundation, The Guardian
If you’re planning a campaign, or just interested in discovering more on how your brand can get the most from Out of Home this year, please get in touch.