Since the climate is changing, we need more green options. Alternatives like MAX - the world's first climate positive hamburger chain. Max has been internationally awarded for its vegetarian investments as the company plans to serve 50% of all its orders as vegetarian alternatives by 2022. Our brief was to promote MAX’s green options as a more sustainable choice and to get people excited about the new green options from MAX. A goal was set to increase sales of their green options by 30%.

When Google released their new hamburger emoji a big debate took place. The cheese was put under the meat, a big faux pas amongst hamburger lovers. The hamburger became a top priority for Google, who choose to redesign the emoji and correcting the error.

Max were quick to point out that the discussion had the wrong focus from the very beginning. It shouldn’t be about the cheese, but all about the meat, a far bigger issue in the burger industry at the moment. So they decided to turn the focus from the cheese to the meat. A small but important detail that made a difference - the total lack of green burgers in our mobiles.

With this insight, the world's first vegetarian emoji burgers were born. An option that gave people the opportunity to send meat-free messages. And spread the message for a more sustainable world.

Our main target group for this campaign are between 20 and 35 years old. You find them in single households in bigger cities, they consume culture such as music and film and like to spend their holidays in other countries. They are career focused, updated about the latest trends and are also often first to spot them. What also characterizes them is that they are willing to try new things. These people don't think that they have the time to cook by themselves so they often end up eating at restaurants.

The app and campaign was launched May 17th 2018 on social media. It included sponsored posts on both Instagram and Facebook and digital presskits were sent to various blogs and magazines.

As part of the green launch sales within MAX green segment increased by 65% during the campaign. Brand likability went up 6,25% reaching 68%. The amount of people who considers MAX a sustainable brand increased by 19%. The campaign got international recognition in popular blogs and online magazines for vegans as well as industry press.