The Plantly Butchers: "Billie Green" Brand & Website Launch
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The Challenge
Building credibility in a crowded plant-based market. Highly saturated, additive-driven category. "Vegan" often associated with ultra-processed products. Opportunity: Clean-label protein without E-numbers. Challenge: Gaining trust in a skeptical consumer environment.
Our Solution
Authenticity over generic launch communication. Development of a digital launch ecosystem focused on transparency and trust. Website as central brand platform for product deep-dives and storytelling. Targeted social content across Facebook, Instagram, and Pinterest.
Results
14.2M total reach across channels
98.4M impressions on social media
Stores sold out within days – the Billie Green team had to restock shelves themselves
Billie Green established itself as a clean-label leader in the plant-based space
Annual Multimedia Award 2023 Winner (digital & cross-media campaign)
Lisbon International Advertising Festival 2023 shortlist (Campaign – Integrated Campaign)
A launch that proved: you don't need additives to make vegan irresistible – just transparency, taste, and the right activation.
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