THIS™ is a brand that I talk about at least twice a week. Not only to make sure their plant-based lardons (you can’t tell the difference) are on the Sainsbury’s order, but also because they are a brilliant example of a challenger brand doing everything differently.

THIS™ is a plant-based meat alternative. It was created when two meat-lovers, on a mission to re-evaluate their reliance on meat. After realising that no suitable substitute existed, the duo set about creating a meat-free, meaty alternative that tastes and acts as real meat.

Since their inception in 2019, the brand has secured national ranging at all the big supermarkets and brand partnerships have seen their product supplied in well known restaurant chains nationally.

But how have they completely reinvented the plant-based, meat alternative category?

First and foremost their product delivers. The mission of the founders was to create a genuine meat substitute, and each item does just this. The taste and texture have been crafted to ensure that the experience is as close to the real thing as possible..

Many plant-based brands take their design cues from what they consider to be the key driving factor of their customers purchasing decisions- environment, health and sustainability. THIS™, understands that whilst these are factors are important and may be their underlying reasons, their target customers love the taste and texture of meat and are primarily looking for a product that can serve as a genuine meat substitute. THIS™ heroes and celebrates this insight through its, look, feel, TOV and content pillars.

As the market becomes more cluttered with copycat products, THIS™ will be able to defend its position through this distinct and unconventional identity.

They know who their target audience is and do not waiver from it. Understanding that their core customer is ultimately a meat lover looking for a direct substitute, product comparisons with the real thing feature prominently in their marketing strategy. What makes this approach a success is that they reflect the emotional connection that people have with meat, so they are constantly reaffirming the role that they play as the solution.

THIS™ has generated significant PR by tapping into the wider social narrative. They chose to launch the brand in January, a time of the year when people re-evaluate their life choices and in recent years been referred to as Veganuary. THIS™ knew that good intentions often wane in the first few weeks, so they positioned their product as the solution. They did this through the creation of a comedic hotline that supported meat lovers on their intrepid journey to being plant-based. A small media buy of carefully selected billboards enabled PR shots to be captured and the juxtaposition shared far wider than the local proximity of the ad. What sets this campaign apart is that it was inherently shareable, the message was around solving a well understood problem that the customer experienced. The brand just happened to be the solution.

For any FMCG brand, sampling should play a core component in the acquisition strategy, as often one of the key challenges to purchase is consideration- actually knowing it exists. THIS™ have taken the concept of sampling one step further and ’sample’ product via brand partnerships. Brewdog now serves a THIS™ burger as part of their menu in their UK based pubs, Chick N Sours, sell their non chicken, chicken and THIS™ lardons are featured and supplied in Gusto meal kits. This strategy lets customers who would never have ordinally tried or potentially been aware of the brand experience the product for themselves.

It is thinking against the herd that allows THIS™ to be perfectly placed to become the leading plant-based meat alternative.

Sprowt has no affiliation with THIS™, other than a love of a juicy meat-free meaty burger and a stalker like obsession on what they will do next. But, we do help other purpose-product brands stand out in the sea of sameness and win the hearts and minds of their customers, so if this sounds like you, get in touch.

No more meat sweats with THIS™ meat free, meat.

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