Meatless Rivals Battle

Boca Burger, Worthington Ready New Work
CHICAGO-Two campaigns breaking behind meat alternatives emphasize taste and suggest even devoted carnivores can enjoy the products.
Chicago Creative Partnership is readying its first campaign for Boca Burger, a $2-3 million print and outdoor effort scheduled to break June 1. The Chicago agency was awarded the account in February.
Separately, Northlich Stolley LaWarre in Cincinnati touts meatless products from Worthington Foods, Worthington, Ohio, in a $5 million print and TV campaign under the tagline “Enjoy eating better.” Worthington’s meatless line, which includes chicken wings, is marketed under the Morningstar Farms label.
The Boca Burger work was one of two ideas presented to the client when CCP pitched the account earlier this year, said Kevin Houlihan, the agency’s president and executive creative director. The print ads suggest Boca’s taste can appeal both to guys who eat everything in sight and the diet-conscious.
One execution features a health-conscious woman and a beefy male construction worker. A picture of the two is framed by the pair’s differences. For the woman, bottled water and a healthy lifestyle are key. The construction worker tries to keep his mind off his body. Yet they both “love Boca Burgers.”
Outdoor executions feature the headline, “Vegetarians celebrate. Meat lovers salivate.” The campaign is tagged, “Real taste that attracts all kinds.”
The print campaign breaks in June editions of female, lifestyle and health-oriented publications. The company is not planning any broadcast components at this time, said Katie Torres, Boca’s vice president of marketing.
“Based on who we’re going after, the best way to reach them is through targeted print media and out-of-home in key markets,” she said. She did not rule out the possibility of broadcast in the future.
Boca Burger spent $500,000 on advertising last year, but is increasing that at least fivefold, Torres said. “We expect to increase awareness and generate trial of Boca Burger products among the growing number of consumers entering the meat alternatives category,” she said.
NSL’s work for Worthington [Adweek, May 10] shows people who are unaware that the wings and burgers they’re eating are meatless. Spots break this week on national network and cable TV.
-with Trevor Jensen