RADIO BRIEF
V2FOOD
Background
V2 makes plant-based meat that looks, cooks, and tastes like the real thing. But they’re stuck in the “alt-meat” box, surrounded by brands trying to make guilt the hero.
The Problem
They don’t want to preach to the converted. They want to reach the people who’ve written it off as vegan nonsense.
Product Truth
V2 tastes like meat because it was made by meat lovers—not wellness bloggers.
Human Truth
Most people would try plant-based if they didn’t feel like they were being judged while doing it.
Single minded Proposition
No lectures. Just meat. Sort of.
Creative Challenge
Write a 30-second radio ad that makes meat eaters curious enough to try V2. It should feel unexpected, grounded, and a bit off-centre, like the kind of spot that doesn’t belong on radio, but somehow works.