THE CHALLENGE
With the launch of its NotChicken product line, NotCo aimed to establish itself as a major player in the highly competitive plant-based market. Facing well-established brands with strong consumer loyalty, NotCo needed to differentiate itself while increasing awareness among plant-based consumers. The challenge was to carve out a unique position, grow its share of voice, and capture market share from competitors. To successfully compete, NotCo needed a strategic content approach to highlight its superior taste and appeal to a broad spectrum of plant-based consumers.
THE APPROACH
Leveraging its AI-driven audience mapping tools, BENlabs identified two key, previously untapped consumer personas: “Casual Health Conscious” and “Cheat Day Experts.” These audiences consisted of individuals seeking sustainable, healthy alternatives while still prioritizing great taste.
To authentically engage these consumers, BENlabs activated 25 creators to develop 39 pieces of content, including recipe integrations and blind taste tests. By aligning with influencers who resonated with NotCo’s audience, BENlabs showcased NotChicken’s superior taste, versatility, and alignment with plant-based and flexitarian lifestyles. The campaign strategically timed content releases to maximize organic engagement and complement paid media efforts, resulting in sustained momentum and increased consumer consideration.
The Results
Views
Impressions
Lift in Share of Voice
