Australian plant-based meat company, v2food, has appointed B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. B.B.E was recently acquired by HERO.
The announcement comes as the brand takes the next step towards its mission to provide an alternative to meat products and prepares for an ambitious growth phase.
“It’s been less than a year since we launched v2mince product and grown the brand from an idea to leading the category in Australia with ranging across the country. In a COVID world, that’s no easy feat, and we’re excited to take the brand to the next level working alongside B.B.E as our agency partner,” said Andrew May, chief growth officer, v2food.
“Australia is a burgeoning market for plant-based alternatives, however, there is work to be done when it comes to consumer awareness and comprehension. It was important for us to find an agency that shares our passion for impact-led innovation, bold thinking, with a fully integrated offering across strategy, media and creative.”
v2food, which launched in 2019, is a collaboration between CSIRO, Main Sequence Ventures and Jack Cowin’s Competitive Foods Australia.
“We’re stoked to be partnering with such an innovative business that’s playing an important role in shaping the way Australians can eat sustainably. Not only are they ambitious but they love to have fun while doing it, and that is perfectly aligned with HERO and B.B.E,” added Adam Beaupeurt, managing director, B.B.E.
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