Totally plant-based, totally tasty, totally awesome.

When Sweet Earth launched their new plant-based burger in 2019, they needed an “awesome” launch campaign that could set them apart from Impossible and Beyond burgers. They needed to speak not only to vegans who were familiar with plant-based protein, but also “flexitarians” who are open to trying it, but need to be convinced that it tastes amazing. As art director for this project, I directed the photoshoot that included real people eating real Awesome Burgers and capturing their authentic reactions to use for a national digital campaign. I also designed a printed booklet that was sent out to influencers prior to the official launch. This booklet included “Awesome-isms” to pique interest in the first half, then is flipped around to feature how awesome the new burger is. This combination of real reactions and collection of Awesome-isms was carried through on social as well.