“We wanted to use this aesthetic to make a point of reimagining ready meals that are classic in flavour but better for you and the planet.”

Plant-based food brand allplants has launched a new campaign using AI to reinvent classic ads.

The campaign coincides with the brand’s release of three new dishes: Mexican Chilli with Chipotle + Rice, Aubergine Tikka Masala with Pilau Rice, and Pasta Arrabiata in a Rich Tomato Sauce.

‘Times have changed’

The idea behind the campaign is to highlight the difference between traditional ultra-processed ready-meals and allplants’ new healthy offerings as well as call out big brands with the message that “times have changed”.

The brand used revamped versions of recognizable adverts of McDonald’s and Burger King from the 1950s-1990s.  They presented the new visuals side by side with the originals in a bid to call out the fast-food industry giants for the ‘outdated’ nature of ultra-processed ready meals in today’s climate.

According to allplants’ creative lead, Stephanie Johnstone, “the visual style of these ads is from an era when fast food and ready meals shot up in popularity.

“We wanted to use this aesthetic to make a point of reimagining ready meals that are classic in flavour but better for you and the planet.

She added: “AI is similarly a taste of the future, and it was really fun to use new tools to make the ads distinctively ‘allplants’, through our core brand properties of sunshine yellow and bright packaging.”

Growing interest in healthier alternatives

The campaign also comes at a time, when, there is a growing concern among the public regarding the consumption of ultra-processed foods. The media has been highlighting the dangers of these types of foods, how to avoid them, and their alleged links to cancer.

 A survey conducted by allplants in November 2022 revealed that 70% of British people are worried about “hidden nasties” in their food, and 87% believe that ready meals should be healthier. More than half of the respondents also think that the UK government should introduce legislation requiring these meals to only contain whole foods.

Lucy Squires, allplant’s head of brand further said: “Being a challenger brand means everything we do at allplants has to be bold and brave,”

“We are clear what we’re challenging against, and that’s the ultra-processed and high carbon-emitting food that the industry has become reliant on. Our campaign, The New Classics, uses tools of the future to show that our industry is stuck in the past.

Allplants growth trajectory

Allplants has established itself as a key player in the gourmet frozen meals sector since its launch in 2017. In 2021, it secured a record-breaking £38m in funding – the largest investment in a plant-based food company in Europe.

The new product launches come after the brand surpassed six million meals sold within three months of launching in Ocado, Planet Organic, and many independent stores across the UK.

It was also recognized as the second-most purchased brand in the frozen food ready meal category by online retailer Ocado last year.

“In the six years that we’ve been cooking our meals, we’ve created demand for more plant-based food options that are nutritious and high quality,” founder and CEO of allplants, Jonathan Petrides said.

“Consumers are looking for familiar, healthy plant alternatives to the dishes they know and love, which is exactly what we’re delivering.”

“Since launching with Ocado and other retailers last year, this has only been cemented further, and we’re overwhelmed with the positive response to our dishes.

He added: “Food choices are deeply personal, so quality and taste will always come first for us – it’s the driver of everything we do, and what makes it so easy for our customers to include more plants in their baskets without any compromise.

  “It has Europe’s largest plant-based kitchen, specializing in high-quality, chef-prepared ready-to-heat meals at affordable prices.

 “The brand has risen through the ranks since securing a record-breaking £38m in funding in 2021 – the largest investment in a plant-based food company in Europe.”

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Mohsina Dodhiya

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