Client:

Dr. Praeger’s: Social Campaign

Industry:

Service:

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.

Deliverables

  • 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.

We created assets complementary to the campaign key visual to appeal to a social-first audience while communicating the campaign’s core tenets.

To highlight the simplicity of ingredients and nutrition claims vs. other competitors and mealtime options, we showcased how Dr. Praeger’s stacks up – and wins.

With the campaign launching during summer grilling season, creative placed emphasis on the flavor and versatility of Dr. Praegers’ plant-based burgers.

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.

Lifestyle and fitness creator Remi Ishizuka built on the then-trending cowboy caviar recipe idea to incorporate Dr. Praeger’s California Veggie Burgers into her dish, resulting in a timely, relevant video that garnered a 9.40% engagement rate.

Registered dietitian Kylie Sakaida shared her expertise on crafting high-protein, balanced meals featuring Dr. Praeger’s flagship plant-based burger, the Perfect Burger, racking up over 629K organic video views as she enjoyed a mouthwatering bite.

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.

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