Case study
Vivera puts plant-based food on the international map
International PR campaign for Vivera positions meat substitutes as healthy alternative with millions of media impact in Europe.
About Vivera
Vivera is one of the largest producers of meat substitutes in Europe. Founded in 1990 and fully focused on vegetarian and plant-based products since 2017, the Dutch company now has more than 500 employees. From its plants in Holten and Vriezenveen, Vivera supplies 27,000+ supermarkets in 25 European countries with vegan and vegetarian alternatives to meat based mainly on soybeans, chickpeas, maize, rice and potatoes.
The challenge
As the Dutch market leader in meat substitutes, Vivera wants to inspire as many people as possible to eat plant-based food (more often); both now and in the future. The company does this by developing tasty plant-based products that make it easy for everyone to live more sustainably. However, many people see meat substitutes as unhealthy, because they are said to contain too much salt or are ultra-processed. Unjustified, according to more international studies. It is up to us to position meat substitutes internationally as a healthy alternative, while at the same time positioning Vivera as the knowledge authority on alternatives to meat.
Our approach
Impactful PR campaigns in the Netherlands, Germany and the UK, with a different focus in each market. In the Netherlands, for example, in addition to thought leadership , we work on the broader image of meat substitutes and the corresponding perception among consumers. With carefully selected local professionals from our own partner network, we focus on brand awareness in the United Kingdom, which is highly developed in terms of meat substitutes, while in underdeveloped Germany we mainly try to reach and develop the B2B market.
"With Mediatic on our side, the mince meat law did not become a dusty dossier, but a topic on which the whole of the Netherlands had an opinion. Their sharp, strategic approach ensured maximum visibility ánd real impact: from headlines to Hague movement"
- Merel Blanken, Brand Manager De Vegetarische Slager & Vivera Netherlands -
The result
In the past year, we reached over two hundred million unique readers in the Netherlands, Germany and the UK through three hundred publications in publications including EenVandaag, Reuters and the BBC. Thanks to a successful campaign in the national media, we even managed to convince the NWVA to withdraw a proposed fine on the use of vegetable mince.
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