Sweet Earth Foods helps fans find a “snack” for Valentine’s Day.

CHALLENGE

Sweet Earth is loved by vegans and vegetarians but lacks national consumer awareness. To drive that awareness, Sweet Earth asked Edible to create a program with cultural relevance (specifically among the Gen Z and Millennial flexitarian audience) that would generate media coverage and social engagement through earned-creative storytelling in the New Year and Veganuary time, when people are looking to eat more plant-based food and be healthier.

INSIGHT

While Gen Z and Millennials’ interests vary, a surge in online dating during the pandemic showed they shared a common desire for connection: OkCupid saw a 700% increase in dates from March to May 2020. But our research showed a surprising connection complication — dietary preferences. While a divider among daters (e.g., meat-eaters don’t want to be limited to a vegan restaurant for a dinner date) we saw the opportunity to show that diet differences didn’t equal incapability or a barrier to a true love connection.[MV

IDEA

To underscore that diet differences didn’t mean dating doom, we paired Sweet Earth with OkCupid dating expert Damona Hoffman and Netflix celebrity couple, Chase Stokes and Madelyn Cline – who each follow different diets – to change the discourse on diets and dating. To drive brand awareness and engagement, Agency created a virtual live speed dating event, sponsored by Sweet Earth, to inspire the “veggie-curious” to find love before Valentine’s Day. We positioned Sweet Earth as the ultimate solution for flexitarians and vegans to find common ground with its array of satisfying plant-based meats and veg-forward meals that everyone can agree on.

Press/Coverage