Meatless Burger Category Sizzling

Worthington Breaks New Ads; Gardenburger ‘Evaluates’ Account
CHICAGO–Worthington Foods is showcasing its recently acquired Harvest Burger meat alternative brand, while a primary competitor rethinks its advertising.
Worthington acquired the Harvest Burger brand from Archer Daniels Midland Co. in September for $9.3 million. The meatless patties will add Worthington’s Morningstar Farms name in January, when a $4 million consumer marketing program is launched.
As a prelude to that shift, Worthington last week began airing a 30-second informational TV spot, announcing the brand’s new ownership, on broadcast and cable network shows such as NBC’s Meet the Press, where ADM is an advertiser.