Riney Moves Meatless Burgers to Mainstream

By Trevor Jensen





CHICAGO–Wholesome & Hearty Foods touts taste as the quality that sets its Gardenburger apart from other meat-alternative patties in the product’s first national print campaign created by Hal Riney & Partners/Heartland here.





Riney’s work is running in 27 magazines, from general interest journals such as People to more targeted publications such as Gourmet and Food & Wine.





Riney’s strategy was to reach beyond people who are vegetarians and health food fanatics and tap those trying to eat right who have never tried a non-meat burger, said Bill Marks, director of account services at Riney.