The creative idea was as simple as it was controversial: the Greenfield Natural Meat Co. would become the world’s first meat company to support Meatless Monday. But we knew that this could not just be a ceremonial gesture. For this campaign to be effective and to truly get people thinking about meat and its effect on our planet, Greenfield needed to make a true commitment to educate and inspire. And that’s exactly what they did. As a company they went completely meatless on every single Monday. Their employees, their web presence and most importantly, their social feeds were completely meatless on every Monday. And even during the days leading up to meatless Monday they were talking about the importance of eating better meat and eating it in moderation.

We began this campaign with a launch video that outlined Greenfield’s commitment to going meatless on Mondays. This video also began the discussion about the benefits of eating meat in moderation. This video then led to a Meatless Monday page on GreenfieldMeat.com. On this page consumers could find important statists about meat’s environmental impact along with fun sharable posts and meatless recipes. Later in the campaign we ran targeted static social and out-of-home executions. Each of these posts generated a tremendous amount of conversation. Many consumers were very supportive of our message, however there were also various angry individuals who wrote messages of disapproval. Naturally, we welcomed these messages too, as they helped spread our campaign to consumers who wouldn’t normally be exposed to it. Our goal was to start a conversation about meat and its unchecked levels of consumption and that is exactly what happened.

This was a campaign that was designed to get people talking. And it did.

With millions of views and over 100 million media impressions, our message reached far beyond our modest budget. Greenfield’s pledge to go meatless on Monday made its way onto major networks like NBC, ABC, CBS and Fox as well as Business Insider, Contagious and Trend Watching. A Google tracking study revealed that over 52% of viewers watched our videos through to the end, compared to the standard of 20%. And brand affinity for Greenfield skyrocketed. Interest in the brand rose an incredible 434% and visits to Greenfield’s site rose 250%. And finally, from Tuesday to Sunday, our target decided to eat more sustainable meat with Greenfield’s sales increasing 10% since the launch of our campaign. A meat company going meatless was just the message Greenfield needed to breakthrough to their target.