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The Market: Adults, ages 24-35, single, heath-conscious and interested in plant-based products.
The Strategy: ‘It's Fake’
Exemplifying the fact that the Daring brand is not real meat to add shock value to the image of this plant-based product.
The Concept: That Looks Good
Enticing the audience through visuals of Daring Chicken- it resembles the look of real chicken meat so it has to be worth trying.
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