To get Flexitarian consumers to try our frozen veggie burgers, we reached them where they celebrate their healthy, eco-friendly lifestyles with a cross-country festival tour. Our footprint was eco-friendly and powered by energy bikes. Samples of Lightlife’s veggie burgers were distributed. An edible wall garden and partnership with Urban Farming encouraged visitors to register their gardens and get a tomato plant. A mobile coupon drove consumers in store. Facebook and local media maximised awareness. And on World Veggie Day, Lightlife’s veggieful world came to life in an entertaining shareable Facebook/YouTube video. Even vegetarian celebrities tweeted about it!

The Lightlife tour was a huge success! Over 50,000 veggie burger samples were distributed. The tour generated a total of 1.2 million event impressions. National tour publicity generated 10 million impressions with 331 placements, and local tour publicity generated 15 million impressions with 403 placements. During the tour, Lightlife added 17,910 new Facebook fans, surpassing the goal of 79%. 93% of those who tried Lightlife veggie burgers and were surveyed said they would purchase Lightlife burgers in the future. And over 3 million consumers viewed Lightlife’s fun World Veggie Day video, driving a 6,526% increase during the holiday week!