Building behavioural footholds for plant-based meat products in China
Our challenge was convert more people to plant-based meat (PB meat) in China. In particular how to position these products within Western style quick service restaurants (QSR) and casual dining restaurants (CDR).
TBA Approach.
Exploration and co-creation workshop with early adopters to:
Understand awareness, perceptions & behaviors about PB meat. Explore role of PB meat within QSR/CDR in terms of needs, target audience and tensions. Identify PB meat USP and co-create initial concepts
Client’s workshop to finalize concepts for validation
Validation groups in Shanghai and Beijing to optimize concepts and explore expectations of product delivery (via product tasting)
Behavioural Insights, Interventions & Impact.
We defined the key triggers and barriers to the category, bringing to life the potential choice architecture. In particular, how plant-based meat sat alongside traditional meat and the growth of flexible repertoires.
Co-created and identified two key positioning directions (Lighter & Nourishing) representing the biggest opportunities in QSR & CDR
Identified the gap between product delivery and expectation, and recommended key product enhancements
The outputs have driven our client’s strategy for the launch and roll out plant-based meat across different channels - gaining incremental business in QSR and strengthening brand image within CDR