Dr. Praeger’s: Social Campaign



Great Taste, Simplified

Through its Great Taste, Simplified campaign, Dr. Praeger’s sought to communicate the brand’s value proposition versus other plant-based proteins, with an emphasis on great taste and simple ingredients. In addition to spotlighting how Dr. Praeger’s plant-based burgers outshine the competition, the brand also looked to demonstrate the seamless ways in which their products fit into an overall healthy, balanced lifestyle.


  • Campaign Strategy Development
  • Content Photography
  • Organic Social Media Content
  • Influencer Partnerships
  • Social Giveaways
  • Paid Media Creative

Real. Big. Flavor.

After establishing the campaign’s strategic framework, Pulp+Wire engaged in a multi-tactic approach to support the campaign, leveraging organic social content, influencer partnerships, brand partnerships, and paid media creative to work in tandem with other agency partners’ efforts.

All campaign touchpoints worked to create moments of authentic enjoyment, conveying taste through experience and helping audiences understand that Dr. Praeger’s is more than just a veggie burger.

Aligning with influencer partners who embodied the qualities we were working to evoke allowed us to authentically insert Dr. Praeger’s into the feeds of audiences who were primed to seek out better-for-you plant-based options as part of a healthy lifestyle.

The Building Blocks of a Healthy Lifestyle

As part of our efforts to communicate the importance of a balanced, healthy lifestyle, we partnered with other better-for-you brands to drive engagement and audience growth throughout the campaign.

Driving Impact Across Activations

Over the course of the campaign, Pulp+Wire’s contributions to the overarching message garnered results that bolstered the platform as a whole.

Simple Is Delicious

By demonstrating moments of appetite appeal, evoking an overarching healthy lifestyle, and showing how Dr. Praeger’s stacks up to the competition within the assets created, we were able to elevate the brand’s creative and garner a 5.95% average Instagram in-feed engagement rate.