Charria Smith

The Market: Adults, ages 24-35, single, heath-conscious and diet-specific, interested in plant-based products.

 

The Strategy: ‘Being Fake’

Showcasing the Daring brand on its own and exemplifying that it is not real meat yet looks tasty enough to be so, adding a slight shock value to the plant-based product.

 

The Concept: That Looks Good

Enticing the audience through visuals solely of Daring Chicken with the help of its copy - it resembles the look of real chicken meat so it has to be worth trying.