STRIPPED
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veganism today: from animal loving hippies to the mass market
CHLOE WALKER NO416594 FASH30002 word count: 6651
contents
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07
13
25
introduction
why now?
health phenomena
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53
67
the idea
the consumer
competitor analysis
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95
123
the brand
the promotion
references
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AN INTRODUCTION
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"To seek an end to the use of animals by man for food, commodities, work, hunting, vivisection and by all other uses involving exploitation of animal life by man"
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n the past Veganism has been viewed more as an ‘edible scientology’; loyally followed by a few but rejected by the masses (Barford, 2014). For a long time it has had a strong association with animal right activists, seen to be a diet reserved for animal loving hippies. The first definition of the term reflects this; “to seek an end to the use of animals by man for food, commodities, work, hunting, vivisection and by all other uses involving exploitation of animal life by man”. (Vegan Society E-Book, 2014) However in modern culture there
has recently been reason to suggest that Veganism is moving out of its niche (Urwin, 2015). Nick Pierce claims this is due to “the mitigation of the perception of vegan beyond its traditional stereotype of being all about animal welfare”. (Crawford, 2015) Within this report I aim to clarify and provide evidence for this shift of veganism from the niche to mainstream market. I will gain a clearer insight into how the diet choice is perceived today and the factors which have led to this change. This will then enable me to understand how veganism will manifest and grow in the future.
Figure 1: The Pantry (Lundgren, 2015)
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EVIDENCE
The recent and current growth in popularity surrounding veganism is evidenced by market research shown in figure 4. While only 12% of the population claim to be vegan (Beckett, 2015), statistics indicate that more people are taking an interest in products, meals and initiatives related to this diet (Urwin, 2015). To gain further insight into the market I spoke to (Metcalfe, 2015) from “Meet the Alternative”. He reiterated the fact that the meat free industry is growing and believed this was because it was not only adopted by vegans or vegetarians, but members of the mass market who are actively trying to
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reduce their meat consumption (see appendix 4). This move away from meat has been reflected within the restaurant industry. According to chef Richard Laundau, vegetables are moving to the “centre of the plate” with less of a focus being placed on animal meat (Ramanatham, 2014). This has even been true of unhealthy, fast food chains who are adopting their menus to include more plant based and vegan options (Neate, 2015). The question i will explore more within the next chapter is what has led to this change?
in 2014 google trends reports the highest level of 'vegan' searches
23,000 In 2015 Veganuary likes increased from 6000-23,000
10 number of weeks the vegan deliciously ella cookbook was at amazon number one
11,877,463 number of social media instagram photos using #vegan
92 million non dairy milk trebled from 36m to 92m in 2014
From left to right: Figure 2: Blood orange (Anon, 2015) Figure 3: Clean body, Clear Mind (Anon, 2015) Figure 4: Vegan market by Numbers (Walker, 2015)
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The Power of Context 15
Trend analysis 17
Environment 19
one: why now?
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Ethics 22
"Meat is seen as a luxury and a central part to our food choices. For many years people have aspired to eat meat, it was a luxury and we used every part of the animal" williamson, 2015
Fig 5: Bacon Sarnie (Nanny, 2015)
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the power of context
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n the ‘Tipping Point’ (Gladwell, 2000) speaks of the ‘power of context’ and the way human behaviour is strongly influenced by “the conditions and circumstances of the times and places they occur”. Previously these circumstances have not allowed for veganism to gain the momentum to move into the mass market. In an interview with (Williamson, 2015) I was told how meat was perceived as a luxury in the past (see appendix 4). This has given meat an aspirational quality. Alongside this, over the past few decades the media have continuously emphasised the
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importance of protein (and therefore animal products) to consumers (Gaye, 2015). As a result, meat has gradually become a central component of the Western diet (Bittman, 2006). These conditions have provided little opportunity for the vegan market to grow, as it contradicts the messages promoting meat. However new information and concerns have altered the environment we live in in a way which has given veganism the ability to move out of its niche and into the mass market.
innovators Urban Farmers: foragers who are going back to basics with their farming methods Food as medicine: Kris Carr, Davide Wolfe The Gurus: personal development The Environment experts :preoccupied with the future of the environment e.g. climate change michael pollen kip anderson
drivers
impact
Reaction against busy on the go lifestyle: refocussing our priorities: from ‘things to health’
Moving away from food as a commodity: supper clubs and spending more time eating out
Imminence and experience of environmental problems
Transparent, clear packaging
Rising population- how will we feed? Overall obesity epidemic and bad health The truth emerging about what is in our food: sugar, horsemeat scandal
Buying food with minimal articifical ingredients [translates also to skin/ hair care] Farm to tableshortening the food process and rise/ interest in farmers markets Rise of flextiarians
consequences
future
Visual: clear labelling and dietary guidelines
More transparency
“back to basics”/ before Healthy cookbooks and industralised food bloggers e.g. delicioulsy ella, oh she glows Continued rise in plant based focus Rise of health and vegan brands been sold in supermarketse.g. nakd, coyo Beyonce and vegan delivery service Meat reduction initiatives: e.g. meat free mondays “Unhealthy” chains stocking healthy alternatives
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Abundance of different diet fads
I first created a cartogram (see figure 6) to understand where this current interest in veganism had developed from. I then wanted to discover how this would grow in the future. However to do this I had to identify in more depth how the environment and conditions we live in today effected attitudes towards a vegan diet. The STEEPLED analysis seen in figure 7 gives an overview of key trends. Many of these feed into two over arching macro trends; health and the environment which are changing people’s attitudes.. According to WGSN: “we are already experiencing a seismic shift in attitudes from consumers who are recognising the benefits of adapting to a plant-based diet, as the health and ecological implications of a world reliant on meat begins to take its toll” (WGSN, 2015)
Figure 6: Cartogram Deconstructed (Walker, 2015) Figure 7 (opposite page): STEEPLED analysis (Walker, 2015)
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SOCIAL
TECHNOLOGICAL
ECONOMIC
POLItCIAL
LEGAL
ETHICAL
ENVIRONMENTAL
demographics
*Celebrity culture: famous people backing projects and promoting vegan movement e.g. Beyonce *Obesity rates: 70% American adults are overweight/obese *Almost 2/3 adults in England overweight *Concerns over processed foods spurred on by sugar scandal. *Social media and the internet in general and their ability to facilitate trends. *On the go, busy lifestyle has meant less community feel surrounding food BUT this is beginning to be valued again: suggested that there’s been an increase in farmers markets due to communal feel.
*Green party gaining attraction- in 2014 membership shot up 123% and specifically youth membership 70%. This party emphasise environment and ethics.
*Agricultural impact on the environment. *Young people have an increased interest in independent farmer and sustainable means of producing food. *UN estimates that by 2050, 80% of the world’s populartion will live in cities therefore less land available
*Urban farming: creating farms in city *Large amount of money going into areas as not enough space. health care. *Growing plant based protein: the burger which bleeds. *3D printing of animal products *In vitro meat [general innovation in the food industry to try and reduce the need for animal agriculture]
*More guidelines are being introduced regarding ingredients: listing added sugars on foods and also being specific to what type of fat is in the product: not all fat is fat.
*People want to know where their food has come from specifically after horse meat scandal. *Ethics surrounding GMO’s, increased amount of people opting for organic food. *1.5 billion people are starving, believed this could be greatly reduced if richer people ate shorter down the food chain to give land which could produce more crops.
*Population is set to increase to 9 billion in 2050. There is worry that there is not enough food to feed everyone, and with animal agriculture taking up 45% of the Earths total land there is not enough planet to grow crops.
(WGSN, 2015), (Foley, 2015), (Bittman, 2006), (Slezak, 2015)
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Figure 8: Pollution (Kennedy, 2015)
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the environment There has been concern over the future of the environment for years. So far there have been “almost 500 climate-related laws passed in 66 of the world’s largest emitting countries along with 4,724 actions taken to tackle the problem” (Repley, 2014). Such actions include the introduction of green bins, recyclable bags and various government incentives (FOE, 2008). While all of these are greatly beneficial, experts claim that no action is more effective than reducing meat consumption (Maisto, 2012). Statistics for this can be found in appendix 5 and further details regarding the link between meat and the environment are discussed by (Westhoek et al, 2014) and (Walsh, 2015). Combined with this is the fact that the population is set to rise to 9 billion by 2050, which means there will be 2 billion more mouths to feed. Due to the unsustainability of meat, people are searching for alternative methods to feed the population which does not impact the environment in such a way. These include in vitro meat, advancements in protein
substitutes and entomophagy, however at this time turning to a meat free diet is the most widely promoted. (WGSN, 2015). Documentaries such as (Cowspiracy, 2014) and high profile influencers such as Bill Gates (who backed the meat free company “Beyond Meat’) have drawn attention to the issue and made more people aware of the benefits of a vegan diet. It is further promoted in the 2015 UN Dietary Guidelines, which included environmental concerns within its recommendations. It advised a diet which was higher in plant-based foods and lower in animal based foods (Voorhees, 2015). The National Geographic also suggested a shift to “less meat intensive diets” as one of its five steps to solve the “world’s food dilemma” (Foley, 2014). Environmental awareness may therefore be playing a key part in attracting people to veganism today. It is also a reason to suggest that veganism will grow further in the future, as the effects of animal agriculture become more widely felt.
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primary research: the environment
Through primary research I aimed to identify whether people associated veganism with sustainability and their attitudes towards helping the environment. In a survey I conducted only 20% spoke of environmental concerns when giving their opinions on the topic (see Appendix 2). I also asked 20 participants to tick five words they associated with veganism and found that only two out of 20 participants ticked ‘sustainability’ (see figure 9 and Appendix 3.1). This suggests a lack of knowledge between diet and the environment.
Figure 9: Vegan Card (Walker, 2015) Figure 10: Citrus Tree (Anon, 2015) Figure 11: Plastic Bag (Evans and Baker, 2015)
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The survey also found that less than half of participants were conscious about their carbon footprint. This attitude was echoed in a focus group I conducted where people shared that they were reluctant to actively help the environment. I found that the main reason was that they did not feel that one person could make a difference. This was reiterated by (Williamson, 2015) who claimed; “No one likes to think their food choices are impacting on the planet or their health and the planet is quite an abstract idea that feels too big- how can my choices make a difference?” This suggests that as people don’t appear to be preoccupied with environmental concern it is unlikely to be
the main reason for the rise in veganism. (Gellatley, 2014) states the environment is the most “unusual factor” for motivating someone to “dabble” in a vegan diet”. That said, participants did mention that they would act towards helping the environment when it was personally beneficial (see Appendix 3). For example they would use plastic bags to avoid paying, carry shopping in their rucksack because it was easier and ride a bike because it was better for their health. These examples demonstrate that consumer’s are motivated to help the environment if the action is something which will benefit them and also can be easily fitted into their lives.
"No one likes to think their food choices are impacting on the planet or their health and the planet is quite an abstract idea that feels too big- how can my choices make a difference?"”(williamson, 2015)
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ethics Ethical issues have also made a vegan diet more popular. The horse meat scandal in 2013, had a significant impact on consumer behaviour towards meat (Mintel, 2013). This, alongside a growth in food documentaries has encouraged consumers to talk more about where their food has come from (Williamson, 2015). In a focus group I conducted the majority of participants discussed the fact they would rather eat no meat rather than cheap meat because they were worried about how it was produced and the ethical implications of their food (see Appendix
3.4). The ethics surrounding meat has been a prominent driver in veganism, with people other than vegans becoming concerned about the story behind their food. A (Mintel, 2015) report claims that this is the reason that such a high percentage of 18-24 year olds are vegan, as this consumer seem to be particularly driven by ethics. Consumers are becoming more informed than ever and are taking responsibility for their food; what is is and where is has come from (Gaye, 2015). This shift has provided the opportunity for veganism to grow.
Figure 12: Meat Feast (Lundgren, 2015)
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The Food Disconnect 27
The Diffusion 31
Deliciously Ella 32
The Online Vegan 34
Vegan Glamour 36
two: the health phenomena
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"[in the 20's] There was no marketing. There were no national brands. Vitamins had not been invented. There were no health claims. Fats, carbs, proteins - they weren't bad or good, they were food. You ate food. Hardly anything contained more than one ingredient, because it was an ingredient" [bittman, 2006]
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the food disconnect
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n earlier times, families raised their cattle in their back yards and food went straight from the garden to plates (Bittman, 2006). However over the past 70 years or so we have become increasingly far removed from our food and now we are “no longer connected to the food system” (Williamson, 2015). The changes which have occurred, including the introduction of “fast food”, more processed food and a deviation away from fresh produce can be seen in the timeline in figure 13. As the food industry has changed, public health has declined.
In 1997 the World Health Organisation first reported an obesity epidemic (Peretti, 2013). It is an epidemic which is still prevalent today with two thirds of the adult UK population (62%) classified as overweight or obese (Mintel, 2015). Alongside this, links between diet and disease have been widely acknowledged. This is highlighted and explained in more detail in (WHO, 2002). Public health has rightfully become a major concern which is consistently publicised by the media..
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On the opposite page are some of the headlines which have recently been featured in the media.. It is evidence of the current phenomena surrounding being healthy. Considering this constant stream of health related messages consumers receive, it is of little surprise that in a survey I conducted 89% were concerned with eating healthily. A Mintel report also found that healthiness was the second most important factor behind taste when it came to food purchase (Mintel, 2014). This trend in health has had a significant impact on the rising popularity of veganism. Vegan food has become increasingly thought of as the ‘healthy option’ and as such being healthy has provided the greatest motivation for adopting a vegan diet (Barford, 2015).
Figure 14: Borough Market (Deliciously Ella, 2015)
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"15 life hacks to get summer healthy (and happy) WITHOUT leaving the house" The Daily Mail
"The one-day juice cleanse to help get you healthy like Kelly Brook FAST" Closer Magazine
"GET HEALTHY IN 10 SECONDS"
"really busy? here's how to stay healthy" The telegraph
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Women’s Health
"there's a little bit of a shift in opinion within the nutrition community. some nutritionists and scientists are starting to change their mind about the value of having animal products in the diet and it’s kind of trickling down"”[THOMAS, 2015] The association between veganism and health was emphasised when I asked people to tick three out of sixteen words which they most associated with the term (see Appendix 3.1). The most commonly ticked word was ‘healthy’. In a study by New Hope Natural Media they found that 35% participants associate veganism with health food; this came before both animal welfare (23%) and the environment (11%) (Crawford, 2015). I conducted further primary research into this area to understand what was influencing this perception of veganism as healthy. As (Gaye, 2015) and (Woodward, 2015) point out a vegan diet does not automatically relate to a healthy one. Nutritionist Laura Thomas explained her opinion on this. She stated “there’s a little bit of a shift in opinion within the nutrition community.
Some nutritionists and scientists are starting to change their mind about the value of having animal products in the diet and it’s kind of trickling down” (Thomas, 2015). This trickling down process can be thought of in terms of the diffusion of innovation seen in figure 15 . The diffusion shows the Early Adopters who I have categorised into cooks and lifestylers. It is these people who are adopting veganism and projecting it as fashionable and healthy to the mass market. They influence and grab the interest of members of the Early Majority who then see veganism as something they can apply to their own lives. Their impact on making veganism accessible was echoed by (Thomas, 2015). I will go on to discuss how social media and the internet has facilitated their influence.
Figure 15: Diffusion of Innovation (Walker, 2015) 30
the diffusion of innovation FOODIES
doctors
Mark Bittman
Michael Pollan
Investigative journalists concerned with our food system and how we consume. They believe we need to reconnect with our food and look to how we ate previously when food went straight from earth to table (no artificial or processed ingredients). They do not necessarily follow a vegan diet but due to their beliefs about food, their meat intake is lower and the quality of their food is higher.
philanthropists
Kris Carr
Dr.Colin campbell Dr. Neal Bernard
Gabriella Bernstein
Influential doctors who have carried out research into the benefits of a vegan diet. They have published books aimed to showcase how following an animal free diet can benefit your health.
These philanthropists see food as medicine. A vegan diet is part of their spiritual lifestyle. They are preoccupied with wellbeing and lead a ‘pure’ life in every way. Often follow yoga and spiritual healing.
Bloggers who have shared their meals and recipes with a large following. They have been featured in fashionable magazines and due to a positive response from their blogs have released best selling books. Their key is that they make plant based food appealing, appetising and simple.
A strong social media following, particularly on Instagram. They are behind the ‘cooks’ on the diffusion of innovation. However due to their lifestyle and appearance they gain a large following and encourage others to follow in their footsteps.
Deliciously Ella
Essena O’Neill
Oh She Glows
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Loni Jane
DELICIOUSLY ELLA
429k instagram followers
126k
facebook followers Deliciously Ella is a plant based, healthy food blogger whose name was brought up repeatedly when conducting consumer and industry interviews. She is credited as an influential figure in making vegan food appetising and accessible for the mass market. She grew in popularity through her blog and Instagram where she documents her food and recipes. From this Ella has released a best selling book. Despite not using any animal products, she has inspired a much wider audience to adopt her lifestyle. Her success is due to the fact that she does not target a niche market but speaks to the masses. I looked in more depth at how she gained this following and has made a vegan diet more accessible.
Figure 16a-c: Deliciously Ella (Deliciously Ella, 2015)
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1. PLANT BASED Ella uses the term ‘plant based’ as opposed to ‘vegan’. This is a conscious choice to avoid the stigma which at times comes with the term. Plant based also signifies that the food is a healthy meat/dairy free diet i.e. nothing processed. 2. FRIENDLY and UNJUDGEMENTAL TONE. She does not give her opinion or enforce behaviour but offers the tools for a lifestyle she clearly believes in; “[the] secret lies in her ability to perkily persuade her readers of the benefits of a plant based diet without ever appealing holier than thou” (Mills, 2015). Her website and brand do not exclude anyone but make everyone feel as if they can be part of it. 3. FASHIONABILITY She has become the face of the e-spirit campaign, as well as been featured in major fashion publications. With a great deal
of press coverage in magazines such as Vogue, Teen Vogue and Grazia she has reached a large audience and been able to raise the profile of her brand. In turn this has also increased awareness about a plant based diet. Through featuring in fashionable titles, the brand and the diet have become fashionable. Although the price of some of the ingredients she uses has been criticised as being too expensive by (Mills, 2015) and also within a focus group, there is little denying that she has been influential in moving veganism out of its niche. To conclude her positioning of plant based food as that which is fashionable and accessible for a wider market will be of key importance when considering the next stage of this project. Furthermore the way she informs but does not enforce is also something I wish to capitalise on. How I will do this will be discussed in more detail in Chapter 3.
"[the] secret lies in her ability to perkily persuade her readers of the benefits of a plant based diet without ever appealing holier than thou"
60,000
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weeks at number 1 on amazon
2.5m
downloads on her recipe app
hits on her blog a month
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the power of individuals: the online vegan
In an interview with the BBC titled “Rethinking Veganism” (Burke, 2013) attributed the current vegan revolution to the internet. He stated that it enabled people who had once been isolated in their views, to come together. In the Tipping Point (Gladwell, 2000) states that to bring about a fundamental change in peoples belief and behaviour “which would persist and serve as an example to others, you need to create a community around them where those new beliefs could be practiced and expressed and nurtured”. This may explain why social media in particular has enabled veganism to grow. Previously within this report I mentioned the large number of ‘vegan’ hashtags on Instagram. This is evidence of how a strong online community around veganism has built up.
When conducting a focus group participants were asked to write down initial thoughts on veganism. Many wrote words such as Pinterest, Instagram and Tumblr (see Appendix 3) demonstrating how veganism has become an online phenomena. When talking in the focus group, participants pointed out that their perceptions of vegans came from those on social media. As such they had now come to know vegans as; “Those people who lie on the beach, are really skinny, drink green juice and take pictures of stuff in Bali” (Battacharya, 2015). This is in stark contrast to the “Harry Kushner” and “hippies who smoke weed” which came to mind when considering vegans years ago.
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The reason as to why people want to be part of this community is therefore largely due to the individuals who are promoting it. Mark Earls talks about the way communities are built up around brands due to the fact we are “copycat individuals” (Earls, 2007). What builds these communities up is more to do with the people as opposed to the brand itself. This can be thought of in terms of veganism. As brought up in my focus group, many ‘online vegans’ promote aspirational lifestyles. The glamourisation of veganism in this way is making it something others want to be part of as discussed by (Barford, 2015). Social media facilitates this but it also extends to how veganism has been promoted through the media and by celebrities.
Figure 17 a and b: Earthling Maxi (Hansen, 2015)
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vegan glamour
It has been found that the most prevalent health concern specifically in women is being overweight (Mintel, 2015). This is likely due to pressures over their appearance. In a focus group I carried out with the Early Majority consumer most participants explained that the main reason they ate healthily was to do with body image; “if i could eat pizza everyday and stay super toned then i would� (see Appendix 3). This was contradicted in a survey which found 64% respondents would rather feel good. However participants did suggest that the two were closely linked. If you looked good then you felt good. Their motivation to eat healthy extended beyond weight and to other aspects of their appearance. For example eating a certain fruit because it was good for their hair.
Figure 18: The Kind Diet (Walloga, 2015) Figure 19: Olivia Wilde (Anon, 2015)
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This was a key distinction I identified between the Early Majority and the Early Adopter. The Early Adopter were more educated on the food they ate and therefore would eat healthily because they knew how the food would react with their body. However members of the Early Majority ate healthily purely due to the belief that it will impact the way they look. This explains how Early Adopters who are fashionable and physically attractive can influence the Early Majority to adopt a vegan diet. This can be paralleled to the effect of advertising which works by tapping in to consumer aspirations and reinforcing the idea that you will look a certain way if you buy into a brand (in this case veganism) (Posner, 2011).
Recent celebrity endorsements have also achieved this. According to Rachel Khu “celebrities have been a big factor in publicising veganism and making it popular” (Urwin, 2015). A recent expample is of Beyonce who in 2015 released a vegan delivery service. Other celebrities include the likes of Natalie Portman, Olivia Palemero and Alicia SIlverstone. All of whom have publicly voiced their vegan status. As the “cachet and sparkle of the celebrity personality” such as Beyonce becomes associated with a vegan diet, consumers are influenced to try it (Posner, 2011). Veganism therefore becomes aspirational and glamourous through it’s association with certain individuals. (Boycoff, 2010) also explains that the power of celebrity is also particularly important in a cluttered market place where it is harder to be influential. Im portant as the food market is particularly cluttered.
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It may be thought that the fashionability which now surrounds veganism has removed it from its deep rooted principles of the past (Fury, 2013). This was mentioned by focus group participants who questioned whether people who claimed to go vegan were really doing so long term or was it simply a case of being fashionable? This has resulted in a recent trend known as ‘flexitarian’. That is those people who claim to be part time vegetarians. This is a trend brought to my attention in an interview with (Metcalf, 2015).
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It was noted by (Barford, 2015) that “many of these part-time vegans aren’t against eating animal products in principle. But they might have taken inspiration from well-known figures who have adopted the vegan lifestyle full-time”. That may be the early adopters and celebrities mentioned previously. She goes on to discuss that it is these people who dabble in the diet who are coming to prominence like never before. It is this which evidences how veganism has moved out of its niche.
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Stigma today 42
Bake Sale 44
three: where are we now?
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protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein
protein protein protein protein protein protein protein protein protein protein protein protein hard to easily get enough protein protein prot protein protein protein protein protein protein protein protein protein protein protein protein protein need protein for the gym protein prot protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein the best form of protein is available in meat protein protein protein protein protein protein protein protein protein protein protein protein protein it would be hard to get the correct protein protein vitamins and minerals protein protein protein protein protein protein protein protein protein protein protein protein protein veganism can effect your health negatively protein by not getting enough protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein protein 42
in in ot in in t in in in t in in
"it can effect your health negatively (by) not getting enough protein" stigma today
n in in in in
Figure 21: Protein (Walker, 2015)
n in in
My research so far has provided evidence and reasoning behind the movement of veganism from the niche to mass market. According to nobel prize winner Alvin Roth the diet is expected to become even more accepted in the future. He goes as far as to claim meat will become ‘repungent’ by 2050 (Kim 2014). However while veganism is growing, there is still much stigma attached to it. In a focus group I conducted participants suggested that while it is certainly more accepted today, it has not become normalised (see Appendix 3). In interviews with (Williamson, 2015) and (Metcalf, 2015) I was told that many people are reluctant to accept or try plant based food because they believe it goes against the way we have always eaten. People believe meat has always been consumed in the quantity it is today. Food Futuriologist (Gaye, 2015) also told me that
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the media are consistently encouraging people to eat more protein despite it not being necessary. This is believed to be a way of encouraging people to buy more meat, such theories are explored in (Food Matters, 2011) and (Hungry for Change, 2012). In a survey I conducted people’s opinions on veganism were often formed from their concern for protein (figure 21). There was a disbelief amongst some that protein could come from anywhere other than animals . There seemed to be a general concern that if you were vegan you would not get enough. This was also mentioned by (Metcalf, 2015) who claimed that in order to encourage consumers to eat meat free options, protein content would have to be strongly labelled. It therefore remains hard for people to opt for plant based food as it goes against the food and beliefs they are familiar with.
bake sale Consumers are unwilling to move away from the familiar food they are used to and plant based options are viewed as “boring, tasteless and restricted� (Williamson, 2015). While people are gradually seeing plants as a tasty alternative thanks to the bloggers and social influencers mentioned above, this viewpoint is still in very early stages. To test this theory and observe initial responses to vegan food I held a bake sale (see figure 22). I offered both healthy, vegan sweet potato brownies and traditional cakes. A key observation was that customers were often intrigued and interested by the brownies but as they had never heard of them or tried them before they usually bought a traditional, more familiar cake. Those who did buy the sweet potato brownies often did so because of dietary requirements or because they were already
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familiar with them. The question therefore is how do you attract this consumer who are not familiar with plant based options and hesitant to try them? In order for veganism to move further out of its niche, this consumer need to be reached. The problem of unfamiliarity was brought up again by participants in a focus group. They explained they were hesitant to try or make vegan products because they had not heard of the ingredients. As this consumer need more reassurance to adopt the trend, they are unwilling to spend money on a list of ingredients which they will then not use again. Familiarising and opening this consumer up to plant based options will allow veganism to be further accepted and perceptions to change.
"it's boring, tasteless and restricted"�
FIgure 22: Bake Sale (Walker, 2015)
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"it's exclusive to people who can afford it"
This unwillingness they have to spend money on this food leads into another important factor; price. Consumers claimed that although they would often love to make healthy, vegan food at home and were inspired by plant based blogger Deliciously Ella, the price of the ingredients put them off. They strongly felt this diet was “exclusive to those who can afford it” and did not see vegan options as affordable (see Appendix 3.2 and 3.4). I was also told that when at a typical restaurant this consumer were unlikely to lean towards a meat free option because they were normally things such as ‘salad’ which could be easily replicated at home. They could not justify spending money on a meat free option which they felt would not satisfy them.
This suggests that in order to encourage consumers to purchase vegan food, it needs to have a novelty about it and something which customers don’t necessarily have the ingredients to make at home. This will give them incentive to purchase if priced reasonably. (Yearwood, 2015) also claims that making vegan options expensive must be avoided; “it’s important to ensure that an animal-free diet isn’t seen as elitist” and that “vegans must do a better job ensuring that everyone can afford good quality vegan food”. An insight I wish to bring forward into my big idea to be discussed in the next chapter.
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four: the idea
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"it can effect your health negatively (by) not getting enough protein" "It's exclusive to people who can afford it" "the planet is quite an abstract idea that feels too big- how can my choices make a difference?"
"it's boring, tasteless and restricted"� 50
My research has shown how veganism has and is growing. A larger audience is taking an interest. At the beginning of this report reasons as to why were outlined. One of these reasons was the future of the environment. Considering how a wide range of experts have outlined the fact meat reduction can have a significant positive change on the planet, I believe it is timely and also important to open more people up to plant based options. I have looked into how the online world and individuals have influenced behaviour regarding vegan food. However my primary research and interviews with industry experts have led me to identify key problems which are preventing a wider audience from trying or buying meat free options. Page 50 shows four key statements that were reiterated in various ways through out my research. My big idea taking these
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into consideration, is to make veganism more accessible and accepted amongst the early majority consumer. It is also to make people aware of the association between food and the planet. This will move veganism further out of its niche and make it more widely accepted, which in turn could positively impact the planet. However the key challenges lie in firstly attracting consumers who are not familiar with vegan food. The second challenge is in getting them to spend money on such food once they’re interested. Two key findings which came out during my research was that the health and fashionable aspect of veganism are both positive associations which make it appealing. Therefore I wish to capitalise on this. Attracting the Early Majority consumer through a fashionable, vegan food brand which uses consumers motivation to be healthy to purchase.
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Survey Results 56
Health Food Hoarder 59
Weekday Worshipper 61
No Fuss Foodie 63
five: consumer
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A Day in the Life 65
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My brand are targeting the consumer beyond those who maintain a vegan diet and focusing on those who are interested in healthy living. A survey showed me general consumer responses regarding health and lifestyle. From this and considering the fashionable element of my brand, my consumer are predominantly female and of the millenial demographic. However this consumer is classified more by their attitude towards nutrition and wellbeing as opposed to age. Therefore the brand may attract those outside of this demographic but who still resonate with the values. I then segregated my consumer into three categories based on their attitudes towards food and what motivates them to purchase. This allowed me to understand how best to target my consumer.
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89% concerned with eating healthily
under 50% actively help the environment
45%
have shared a meal or snack on social media
40% care about ingredients in skin and hair care 56
survey results
94% exercise regularly
40% watch health documentaries
35% read health and fitness magazines
Figure 23: Infographics (Walker, 2015)
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what is more important?
feeling good
.looking good
what do you do on sunday?
what is your favourite SKIN CARE brand?
yoga
sleep
mac
LUSH do you care about ingredients in your shampoo? yes where do you buy your sports wear?
no
where do you buy your fruit/veg from farmers market
no
super market
what is your main priority when buying food?
calorie lululemon topshop no added sugar or content artificial do you use ingredients superfoods?
do you actively help the environment
it's healthy it's fashionable do you read nutritional labels of food yes
weekday wonder 58
yes
what makes you buy into a food brand?
yes health food hoarder
no
no no fuss foodie
Represented by a whole grain rice cracker, avocado and tomatoes. Nothing processed and fruit and vegetables with every meal.
the health food hoarder This consumer maintain a healthy lifestyle everyday. They may already have an interest in plant based food due to it’s link to health. As such they actively seek out the healthiest places to go and are consistently up to date with the newest places and newest trends in health foods. They are part of the lower early adopter phase in the diffusion of innovation. This is because they look to social media, bloggers and their friends for new places to go but will also actively find these places for themselves at times. A key differentiating factor between this consumer and others is that when buying into a food brand they prioritise healthiness over appearance. They can be persuaded to purchase something based on its health factors . Furthermore as they prefer to feel good rather than look good, having no artificial ingredients or additives is more important than calorie content. By targeting this consumer the brand will also appeal to the Early Majority.
Figure 24: Consumer Quiz (Walker, 2015) Figure 25: Health Food Hoarder (Walker, 2015)
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what is more important?
feeling good
.looking good
what do you do on a sunday?
what is your favourite SKIN CARE brand?
yoga
sleep
do you care about ingredients in your shampoo? no
yes where do you buy your sports wear?
where do you buy your fruit/veg from farmers market
yes health food hoarder
no
yes
what makes you buy into a food brand? it's healthy it's fashionable who is your main health inspiration?
deliciously ella weekday wonder 60
do you actively help the environment?
super market
what is your main priority when buying food?
calorie lululemon topshop no added sugar or content artificial do you use ingredients superfoods no
mac
LUSH
mil.lie mckintosh no fuss foodie
Represented by lettuce with a dollop of salad cream. This consumer try their best to be healthy but will deviate on a regular basis.
weekday worshipper A member of the early majority. This consumer are not as informed on the food that they eat as ‘the health food hoarder’, therefore won’t be as concerned about artificial ingredients or added sugars. They mainly prioritise the way they look over the way they feel. Titled the ‘weekday worshipper’ as they frequently deviate from leading a healthy lifestyle. Furthermore when it comes down to choosing products they are more likely to buy into a brand if it’s fashionable, although can at times be persuaded on its health merits. If a brand is familiar and well known they will then listen to its values. However unlike the health food hoarder they are not committed enough to spend a great deal of money on items.
Figure 26: Weekday Worshipper (Walker, 2015)
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what is more important?
feeling good
.looking good
what do you do on a sunday?
what is your favourite SKIN CARE brand?
yoga
sleep
do you care about ingredients in your shampoo? no
yes where do you buy your sports wear?
where do you buy your fruit/veg from farmers market
yes health food hoarder
no
yes
what makes you buy into a food brand? it's healthy it's fashionable who is your main health inspiration?
deliciously ella weekday wonder 62
do you actively help the environment?
super market
what is your main priority when buying food?
calorie lululemon topshop no added sugar or content artificial do you use ingredients superfoods no
mac
LUSH
mil.lie mckintosh no fuss foodie
Represented by mustard and gherkins sandwich because this consumer can be persuaded to eat the weirdest combination provided it’s fashionable.
no fuss foodie They are interested in leading a healthy lifestyle purely on the basis that it is fashionable and others do it. What differentiates them from other consumers is that they are less likely to follow the likes of Deliciously Ella and more likely to follow celebrities such as Millie McKintosh. They buy a product more if their friends have it or if they spot celebrities with it as opposed to what the nutritional label says. Like the previous two consumers they have little concern over actively helping the environment.
Figure 27: No Fuss Foodie (Walker, 2015)
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MY CONSuMER: DAY IN A LIFE I constructed a day in the life of a typical consumer of my brand to gain more of a personal insight into their lives to understand how best I could target them.
8:00pm 7:30pm
They get a head start on the day, waking up early no matter what their schedule is. Breakfast is their favourite meal which they eat before they head to the gym. They take their fitness routine incredibly seriously and don’t feel like themselves if they haven’t worked out.
8:00pm
A glass of red wine to end the evening. As they value their health, they’re persuaded to drink red wine due to its potential healthy benefits.
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They’re now off for a day of studying. They work hard and aim to be successful. As healthy lunches aren’t always available, they make their packed lunch and eat it at the library.
9:30pm
12:00pm
3:00pm
5:00pm 6:00pm
Figure 28: A Day In a Life (Walker, 2015)
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66
Perceptual Map 70
Lauras Idea: Prepared Meals 72
Boxed Water is Better 74
six: competitor analysis
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"it still has a weird, hippy, connotation attached to it" [thomas, 2015]
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My decision of how to create a brand which targeted this consumer was partly inspired by an interview with plant based nutritionist Laura Thomas. She claimed part of the problem which put people off vegan food and brands was the “weird, hippy connotation attached to [veganism]�. This discouraged people from buying it and meant vegan food remained exclusive. Although this pre-conception is slowly changing, it still exists and brands in the UK are currently doing little to move away from
this exclusive feel. She claims the US are significantly further ahead in terms of making plant based food mainstream. That is due to the fact there are a lot more vegan eatery’s available which appeal to this audience through their visual identity. With that said I carried out observational research of vegan restaurants and cafes to understand who they were targeting and the image they were projecting. I also included established places in the US.
Figure 29: Woodstock 70s (Anon, 2015) 69
perceptual map
A perceptual map of current vegan food brands on the market can be seen in the pull out sheet opposite (figure 31). I analysed those brands which had their own store, restauraunt or cafe. This was to directly observe who their consumer was and give more of an insight into how they targeted them through branding and marketing. Naturally those places with a higher price point were more exclusive. I titled these the “Elitist Eatery”. On the other hand, there were places with a lower price point but who were exclusive/niche due to their unfashionable branding and weak marketing. These were distinguished as the “Hippy Hangout”. These places were projecting the image of veganism as ‘hippy’, ‘unfashionable’ and were hard to discover. These both miss my consumer. The elitist eatery’s are too exclusive and expensive while the ‘hippy hangouts’ appear to exclusively target full time vegans. The perceptual map also shows various juice brands (which also sell vegan food) who I feel are
targeting my consumer. They have a reasonable price point and through their fashionable branding and marketing they widen their target audience (a case study of one of these can be found in Appendix 6.1). They attract those people interested in health food but they also cater to those who perhaps want to go there purely because it is fashionable. It is this approach I wish to adopt, moving away from the elitist and hippy feel of other vegan food brands. Further along the perceptual map in the mainstream category, I have included a US brand who make vegan food widely accessible (Native Foods). However the unfashionable feel would not appeal to my consumer and would cater more for the late majority. I therefore want my brand to have the stylish feel of existing juice brands but retain an element of exclusivity to keep it fashionable. I then went on to look at elements of different brands which I could apply to my own.
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Figure 30: Juice Baby (Juice Baby, 2015)
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laura's idea: ready prepared meals
Figure 32: Laura’s Idea Packaging (thisiscolt, 2015)
Laura’s ideas make healthy, ready prepared vegan and vegetarian dishes for people to buy. They stock their meals at places such as Wholefoods, Planet Organic, health food stores and Sourced Market (London St.Pancras). Stocking in these places, makes it clear that the brand are healthy. Such places have an element of exclusivity but ultimately are accessible by a large market. They are places where it is fashionable to shop, especially wholefoods. I hope to take a similar approach to my brand creating ready prepared healthy vegan meals for people to buy. In doing this I will appeal to my consumer as someone who leads a busy and active lifestyle. They will therefore be tempted by both the ease and healthiness of the products. It also means they can try healthy, vegan meals without having to go out and buy all of the ingredients (something which I found they were reluctant to do, as discussed earlier).
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I will begin by stocking in places similar to those as Laura’s Idea, however I will also stock in stylish gyms and juice bars in London. The fashionability of the brand will encourage this consumer to purchase the product over competitors such as Laura’s Idea. The packaging and website on figures 32 and 33 show that they would not attract my consumer. Furthermore there is very little press coverage of them and they have poor engagement on social media; 4K followers on facebook and only 277 on twitter (neither of these platforms had been kept up to date) and they had no presence on Instagram. This engagement is far lower than that of Raw Press. They are therefore missing a key player in making the brand more successful, appearing dated and unfashionable. My brand will utilise social media and digital marketing to generate a buzz around the brand and position it as on trend.
Figure 33: Laura’s Idea Website, (Laura’s Idea, 2015)
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A key finding from my research was that my consumer have little concern about their carbon footprint. Their also appeared to be little knowledge surrounding the link between diet and the environment. However it did become clear that consumer’s would follow environmentally friendly actions if it was of benefit to them. Taking this into consideration, my brand will aim to raise awareness of the positive impact which a plant based diet can have on the planet. It will also give customers the opportunity to help in a way which is of benefit to them. This benefit is the fact they are eating unprocessed food with no artificial ingredients which is
kind to their body. It will be beneficial to the environment as through consuming the brands plant based meals, they will then not be contributing to the negative impact of animal agriculture. One further way in which customers will be helping the planet is that 1% of their money will be going to “one percent for the planet�. This may also influence consumers to purchase the product as it has been found a significant number of millenials (37%) are more likely to purchase or support a product if it is for a purpose (Fromm, 2015). I looked to Boxed Water is Better to see how a philanthropic brand had successfully positioned itself as fashionable.
"simple, stylish, beautiful" (Boxedwaterisbetter, 2015)
Figure 34: Boxed Water is Better (Bevnet.com, 2015)
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boxed water is better: philanthropic
The brand are kind to the environment through: • Making the box out of trees from certified forests • Using recycable boxes • Shipping the boxes flat to the filler so less transport is used • Partnership with 1% for the planet In this way every aspect of the brand is philanthropic. They are not just kind to the environment as part of a project or token gesture but it is an integral part of the brand’s DNA. An approach I will apply to my own brand.
why do people buy them? What the company understand is that most people will have little interest in what they drink their water from. Therefore they create fashionable, stylish packaging (which can be seen in figure 34). This stands out on the shelf and customers are more inclined to choose the boxed water over bottled purely on the basis of appearance (Urbanist, 2015). They maintain their fashionable image by sponsoring events such as The Hunger Games Premiere and New York Fashion Week. They are also frequently seen in the hands of celebrities. Making the product fashionable increases the chance people will buy it and so more money goes into helping the environment. However this also makes it easy for the true cause of the brand to get lost. This can be overcome through clear labelling and explanations of how the product and brand help the environment (seen on figure 34). I will implement this into my own brand. The straight to the point text and tone of voice is also something I wish to take forward.
WHO ARE 1% FOR THE PLANET A charity who enable companies and business to give 1% of their income directly into helping the planet.
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76
Who am i? 79
What will it look like? 81
Brand Development 86
Packaging 90
seven: the brand
77
Stockists 92
A FASHIONABLE VEGAN FOOD BRAnd who offer READY PREPARED MEALS THat ARE KIND TO HUMANS, ANIMALS and THE PLANET
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who am i? The brand onion below shows a summary of who my brand are and ways in which I will communicate their values and essence. This is to be discussed in more detail in this chapter.
CLEAR AND EASY TO READ BRANDING AND LABELLING
TRANSPARENT PACKAGING
PERSONALITY
UPLIFTING
FASHIONABLE
EDUCATIONAL PHILANTHROPIC TRUST
ESSENCE
INSPIRING
VALUES
HEALTH
POSITIVE CHANGE/FUTURE
CLEAR
ACCESSIBLE INSPIRATIONAL CLARITY/TRANSPARENCY
ENVIRONMENT AUTHENTIC
TRUSTWORTHY PARTNERS WITH CHARITIES
WORKS WITH LOCAL FARMERS
Figure 35: Brand Onion (Walker, 2015)
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IN ACTION
PROVIDES PEOPLE WITH INFORMATION TO MAKE A CHANGE
trust clarity
Figure 36: Transparency Moodboard (Walker, 2015)
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WHaT WILL It LOOK LIKE? I looked at vegan brands and food packaging to draw out key trends which could be applied to my own brand.
transparency Transparency within food packaging has been identified as a 2015 key trend by WGSN, with 54% of consumers claiming it’s important to be able to see the food they buy (WGSN, 2015). This is seen particularly within juice brands and health food. It is likely to reflect the recent trust consumers have lost in the food industry (for example the sugar scare and horse meat scandal, which I discussed in this report). Allowing customers to see their food is a way for brands to reassure consumers that they can trust them. The consumer is in control of seeing what is in the food they’re buying. It also puts the focus on the food as opposed to branding. This is important so as not to distract from the organic, natural and artificial ingredients.
honesty
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adverts
strong
bold Figure 37: Typography Moodboard (Walker, 2015)
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clear typography As the packaging will be largely transparent the brand will rely heavily on the type and tone of voice within the labelling and logo. There has been a trend in clear, bold, black type as seen in figure 37. This has been featured in the work of artists, advertisements and on items of clothes. The clear and simple text has also been used within various health and juice brands seen on the next page in figure 38. The language and words used with the text is often blunt and straight to the point. I therefore also want to transfer this tone of voice and language to my brand.
This was also inspired by (Williamson, 2015) who told me that in order to encourage people to adopt a more plant based diet you have to keep messages simple to cut through the clutter and mass of messages consumers receive. Using a stripped back aesthetic the brand will be clear and easy to understand. This branding also aims to resemble a time when food was less complicated and free of confusing ingredients.
fashion
artists
STEFAN BRUGGERMAN
eleven paris
clean
Bold type was also picked up as a graphic trend at the Las Vegas trade show and can be seen used by various fashion brands such as Elevenparis. (WGSN, 2015)
the happy show
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yes
It was clear to see the trend of clear text in typography translated on vegan product packaging. Use of text such as this alludes to certainty and clarity, reflecting again that this is a trustworthy brand. This also avoids the hippy connotations which Laura Thomas spoke of, an element of which can be seen on the opposite page. These pages show the visual aesthetic I am aiming for and what I hope to avoid in order to make the brand fashionable and on trend.
Figure 38: Vegan Food Product Moodboard (Walker, 2015)
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no
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brand development From these key trends and visual inspiration I then developed my brand.
logo stripped STRIPPED stripped STRIPPED STRIPPED stripped stripped stripped stripped
stripped
stripped
stripped stripped stripped stripped stripped stripped The name of the brand is ‘STRIPPED’. back food from the earth. I wanted This refers to the movement away from the logo to be a reflection of this, processed and artificial meals. It is keeping it stripped back, clear and change your world one meal at a time change your world one meal at a time reminiscent of a time when food went easy to read. This was in line with the change your world one meal at a time change your world one meal at a time straight from back yards to the table. typography trends discussed on the CHANGE YOURNothing WORLD ONE Nothing MEAL AT A TIME previous pages. CHANGE YOUR WORLD ONE MEAL AT A TIME processed. artificial. change your world Nothing unknown. Just stripped
one meal at a time
change your world one meal at a time change your world one meal at a time change your world one meal at a time change your world one meal at a time CHANGE YOUR WORLD ONE MEAL AT A TIME CHANGE YOUR WORLD ONE MEAL AT A TIME change your world change your world one meal at a time one meal at a time Figure 39: Logo Development (Walker, 2015) Figure 40: Tag Line Development (Walker, 2015) Figure 41: Product Name Development (Walker, 2015)
plant the future
plant the86 future plant the future for better skin and a better planet
plant the future
stripped stripped stripped stripped strippedSTRIPPED strippedstripped stripped STRIPPED
tag lines
STRIPPED stripped stripped stripped
stripped
stripped
your world one meal at a time strippedchange change your world one meal at a time
change your world one meal at a time change your world one meal at a time CHANGE YOUR WORLD ONE MEAL AT A TIME
CHANGE YOUR WORLD ONE MEAL AT A TIME change your world one meal at a time
stripped stripped stripped stripped stripped stripped
change your world one meal at a time change your world one meal at a time change your world one meal at a time change your world one meal at a time CHANGE YOUR WORLD ONE MEAL AT A TIME CHANGE YOUR WORLD ONE MEAL AT A TIME change your world change your world one meal at a time one meal at a time change your world one meal at a time change your world one meal at a time The tag line embodies theAT positive CHANGE YOUR WORLD ONE MEAL A TIME
change your world one meal at a time change your world one meal at a time planet. CHANGE ThereforeYOUR the WORLD aim of the lineAT A TIME ONEtag MEAL impact a STRIPPED product and meal is to make them feel as if they have change your world can have on the environment and more control and ability to makeone a meal at a time health. . The word ‘your’ is used to difference, emphasised byskistarting with planet for better n and a better change your world one meal at a time change world one a time make theyour customer feelmeal thatatthey as the adjective ‘change’. However they change your world one meal at change your world one meal at a time an individual can make a difference. are also making a difference personallya time WORLD ONE MEAL AT CHANGEResearch YOUR WORLD ONE MEAL AT A TIME showed that consumers felt CHANGE towardsYOUR their health. for your skin and your planet A TIME change your world as if they could not help or change the your world change change your world one meal at a time change your world one meal at a time change your world one meal at a time one meal at a time one meal at a time for better skin and a better planet
plant the future
plant the future plant the future
plant the future
plant the future plant the future plant the future
product names
change your world one meal at a time
plant the future
plant the future plant the future plant the future
plant the future
plant the future plant the future
change your world one meal at a time
for better skin and a better planet
change your world one meal at a time
change your world one meal at a time
plant the future for better skin and a better planet
change your world one meal at a time
Products will be seperated into categories, dependent on their content. Each of these will have a different product name (for example main meals consisting heavily of vegetables will be titled ‘plant the future’). Each title will
for your skin and your planet
plant the future refer to change and creating a better tomorrow. I used colours to differentiate each of these. A bright and bold colour will differentiate the categories to reflect the positive underlying message.
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packaging The images in figures 41-43 show mock ups of products which would be placed in store.. There will be three different categories of products: GREENS TO GO: green cold pressed juices made from vegetables and fruit PLANT THE FUTURE: plant based meals Eat BRIGHT: fruit pots and desserts
Transparent packaging.
Tag line in relevant colour and description of product. The description is optmistic and relates to helping the planet.
stripped greens to go spirulina avocado spinach kale
Simplified ‘recipe to change your world’ adds a fun, engaging twist. Avocado (20%), Spinach (30%), Kale (49%), Spirulina, Cayenne Pepper @strippeduk
@strippeduk
find out more at www.strippedfoods.co.uk
Figure 42: Greens to Go Packaging (Walker, 2015) Figure 43: Plant the Future Packaging (Walker, 2015)
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Key ingredients clearly labelled on the front so consumers know exactly what they are getting.
Labels are white strips to match the name of the brand.
change your world one meal at a time The key to a healthier you and a healthier planet is simple. Plants. Nothing processed. Nothing artifiical. Just food from the earth. These meals are a simple, easy way to invest in your future and they include pletnty of planet friendly protein.
nutritional information typical values Energy Fat of which saturates Carbohydrate of which sugars Fibre Protein Salt
per 100 G 386 kcal 2.8g 1.1g 30.3g 5g 6.2g 6g 0.1g
PER SERVING (80g) 309 kcal 2.24g 0.88g 24g 4g 5g 4.8g trace
ingredients Quinoa (35%), amaranth (25%), kidney beans (15%), broccoli (10%), tomatoes (10%), garlic, cayenne pepper, chilli. Kind to animals, humans and the planet. @strippeduk
@strippeduk
recipe to change your world
Can see nutritional content ‘per serving’ to make it easy to understand. (Thomas, 2015) discussed the importance of this to make it easier for the customer to interpret.
Twitter and Instagram featured on packaging to take consumer from purchase to online.
Website to find out more information. Consumers are also able to sign up for newsletters here.
se
Buy a stripped product + 1% goes to charity + You feel great = a healthier planet + a healthier you find out more at www.strippedfoods.co.uk
c s g c
high in planet friendly protein
stripped PLANT THE FUTURE
Consumer’s believed vegan food lacked protein. Therefore fun stickers will be added to products to advertise the fact it is high in protein.
QUINOA amARANTH KIDNEY BEANS BROCOLLI
Cardboard strip which goes around transparent packaging will be made of recycled material.
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Buy a stripped product + 1% goes to charity + You feel great = a healthier planet + a healthier you
recipe to change your world A colourful fruit pot might just be your answer to a brighter tomorrow. These fruity numbers will leave you feeling energised and ready to take on the world. A world which will be that little bit after you buy one.
change your world one meal at a time
stripped
stripped eat bright
eat bright
chia seeds strawberry goji berries coconut yoghurt
chia seeds strawberry goji berries coconut yoghurt
nutritional information typical values Energy Fat of which saturates Carbohydrate of which sugars Fibre Protein Salt
per 100 G 386 kcal 2.8g 1.1g 30.3g 5g 6.2g 6g 0.1g
PER SERVING (80g) 309 kcal 2.24g 0.88g 24g 4g 5g 4.8g trace
ingredients Strawberries (35%), coconut yoghurt (25%), goji berries(15%), broccoli (10%), chia seeds(10%), cinammon and cacoa. Kind to animals, humans and the planet. @strippeduk
Figure 44: Eat Bright Packaging (Walker, 2015) Figure 45: Packaging Mock Ups (Walker, 2015)
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@strippeduk
price My consumer told me they were put off trying vegan products due to the high prices. The price point will therefore be kept reasonably low. The price of each product will vary dependent on ingredients, but will remain under ÂŁ6. This is to keep in line with competitors which were shown on the perceptual map earlier but still enable a profit to be made.
high in planet friendly protein
stripped
stripped
PLANT THE FUTURE
greens to go
spirulina avocado spinach kale
QUINOA amARANTH KIDNEY BEANS BROCOLLI
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stockists The brand will initially stock in various stores, gyms and cafes over London in Central and South London. All of these places value health and wellbeing, while being located in fashionable areas. As the brand grow they will sell in more places and cities in the country. In the future the hope would be to open a branded store or cafe.
GYMS
Figure 46: The Lomax Chelsea (NutritionRocks, 2015)
My consumer have a strong interest in exercise and maintain an active lifestyle. I will therefore place my product in various gyms over London which already currently stock healthy, nutritious meals. These include: • Virgin Active • The Lomax Chelsea
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stores
juice bars
Figure 48: Wholefoods (CrossFitLondon, 2015)
Figure 47: Roots and Bulbs (RobotFood, 2015)
Various juice brands are already targeting my consumer and stock a range of other brands in store. I will therefore stock in : • Roots and Bulbs • Lab Organic
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I will stock in various health food stores, and grocery stores, including: • Whole foods (who according to (Masunaga, 2015) are due to open a shop specifically targeting millenials. If this were to happen, this could be a key place to sell the product) • Planet Organic • The natural health company
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The Concept 98
The Print Advertisement 100
#GETSTRIPPED 104
Video 106
Event 108
The Future 121
eight: the promotion
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"integration isn't about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging" (benady, 2013)
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integrated marketing campaign
A
n integrated marketing campaign is one which uses both online and offline platforms to deliver a message. (Benady, 2013) states “integration isn’t about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging – and which comes to life whether through Twitter, a TV ad or a piece of merchandise”. I aim to do this for my brand through a #GETSTRIPPED launch campaign which focuses on the unique aspect of the brand which is that they make plant based food fashionable, to be enjoyed by everyone.
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the concept heavily styled food// food art To target my consumer, I first considered the message I wanted to communicate. The aim of the brand was to make plant based food more accessible for the mass market. This meant changing current perceptions that many people have that plant based food is tasteless or boring, as reiterated by (Williamson, 2015) and (Metcalf, 2015). I wanted the campaign to reflect the brands values and essence and what they were aiming to achieve. Therefore the big idea
for the campaign was to encourage people to see plants as an appealing, fashionable and enjoyable alternative. The creative concept was ‘plants are not boring’ and tied into the trend of heavily styled food seen within art and photography. Many brands such as Anthropologie and Samsung have picked up on this and collaborated with food stylists as seen within figure 49.
el bulli- the art of food exhibition somerset house amBER LOCKE- ARTIST collaborated with anthropologie
brittany wright collaborated with samsung
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James tolich linda lundgren food stylist for scandanivian supermarket photography
High contrast back drops against fruit give a bright image. Positive and optimistic.
sarah hillenberger food photography.
My research also brought up the abundance of miixed messages consumers recieved. Therefore it is important to create an ad which cuts through the noise. Using bold, strong imagery achieves this. It also made the fruit appealing and the images themselves feel positive.
Figure 49: The Concept Moodboard (Walker, 2015)
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the print advertisement
In my survey many consumers admitted to reading health and lifestyle magazines. Consumer publications also allow for a wide audience to be reached. A print advertisement would therefore run in publications based on who my consumer are and who each magazine targets. These would include fashion magazines and health magazines. The final print ads can be seen in figures 50-52.
womens health
elle magazine
stylist
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Despite the strong imagery, the advert has a limited amount of text. This was a conscious decision to keep the message simple.
plants are not boring I combined the imagery with a statement which is straight to the point. This reflects the brands overall tone of voice.
STRIPPED
A link to the brand’s twitter campaign, integrating offline and online platforms.
#GETSTRIPPED
Figure 50: Print Advertisement Mock Up 1 (Walker, 2015)
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STRIPPED
#GETSTRIPPED
102
Figure 51: Print Advertisement Mock Up 2 (Walker, 2015)
plants are not boring
STRIPPED
#GETSTRIPPED
103
Figure 52: Print Advertisement Mock Up 2 (Walker, 2015)
plants are not boring
#getstripped The print campaign will then link to an online Instagram campaign. I was inspired by the brand Under Armour in the way they successfully integrated print with social media (which can be seen in Appendix 6.2). Taking this integrated approach will grow the brand’s online community and create a buzz around the brand. The Get Stripped hashtag refers to the ‘STRIPPED’ way; a way of eating which is kind to humans, animals and the planet. It will aim to get people to join in and #GETSTRIPPED by encouraging people to post pictures of their plant based, meat free meal (see figure 53). This is with the aim of showing how meat free meals are not boring. I have used Instagram because it is widely popular amongst 18-34 year olds, with 68% of its users being female (Cooper, 2014). Considering my consumer are of this market, this platform provides the opportunity to engage them. Instagram is also heavily used for sharing and posting food. I found in a survey that 54% of 18-24 year olds had shared a
snack or meal over social media at some point. I also discussed previously in my report the success food blogger Deliciously Ella had from posting her lifestyle over Instagram. When talking to my consumer (see Appendix 3.2) it became clear that Instagram was a key source of inspiration for leading a healthy lifestyle. It was described as a ‘community’. This platform will therefore create a strong brand following . The brand will collaborate with bloggers; Madaleine Shaw, Deliciously Ella and Natash Corrett as part of the campaign. They were all mentioned by my consumer as names they follow. The bloggers will shoot images in the style of the brand’s ad campaign (see figure 53). These images will then be promoted through both the blogger and brand’s instagram, encouraging their followers to get involved with the campaign. The three bloggers will then choose their three favourite entries. These winners will be invited to have a personal cooking class with that blogger, along with a signed copy of their books providing incentive for them to get involved.
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Possible entries to the competition.
A direct link to the brand’s website.
STRIPPED UK STRIPPED
STRIPPEDUK
STRIPPED Stripped. Change your world one meal at a time. Plant based food which is kind to humans, animals and the planet. www.strippeduk.co.uk
#GETSTRIPPED #GETSTRIPPED
#GETSTRIPPED STRIPPEDUK Plants aren’t boring and to proving it where holding a #GETSTRIPPED competition, where you make plants the centre of your plate. Just take a picture of your meat free meal with the hashtag #GETSTRIPPED. We’ll then choose three winners who will receive a healthy hamper which includes some of our greens to go, as will as various other plant based goodies.
STRIPPED X
STRIPPED
STRIPPEDUK
STRIPPED X
STRIPPEDUK We’ve partnered up with @secreturbanescape to host a headstand yoga event happening all next week at southbank rooftop. It’s all free, so come along and lets get headstanding!
This week @strippeduk are running a #GETSTRIPPED
competition. Just post an image of your meat free meal with the madaleine_shaw_ hashtag you@strippeduk could win healthy goodies along with a VIP I’ve teamed and up with as part of their #GETSTRIPPED campaign. GET STRIPPED (where I will be speaking). I’mticket goingto tothe meet three of you for aevent personal cooking class. All you have to do of quinoa with fennel, fava beans and is Here’s caption my yourdelicious bright andentry colourful plant based meal with #GETSTRIPPED pomegranate. Good luck!
Bloggers will be involved in the campaign and will promote it through their social media sites. From the brand’s Instagram page, consumer’s will be able to find out when brand events are happening and where the products are stocked. It will also link to their website, enabling followers to find out more information about where to buy the food. Plant based recipes and brand products will also be promoted here, as consumers source Instagram for healthy living inspiration. Figure 53: Instagram Mock Ups (Walker, 2015)
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video
Figure 54: Hemsley and Hemsley (HemsleyandHemsley,com, 2015)
I looked at how other brands had recently used food bloggers to draw attention to their campaigns. One example is of Marks and Spencer who created a series of short films in collaboration with food bloggers. The videos were named “Adventures in Imagination” and were designed to show consumers how easy it is to prepare adventurous meals. The bloggers were asked to come to secret locations and presented with ingredients from which they had to cook something adventurous. It was a cross platform campaign where the videos were promoted through the app, website and social media.. Viewers were then asked to replicate the meals and share their dishes with the wider M&S online community (Marketingmagazine.com, 2015) The short films felt inspirational, genuine and real. Through using famous bloggers in this way, they attracted
their audience. In the films you got to know more about the blogger while they cooked. The brand could have simply filmed the same bloggers while they cooked from their kitchen but the creative use of a ‘secret location’ added a twist, making it more engaging. Taking inspiration from this, the bloggers mentioned previously will be videoed as they arrange their food art. The videos will show intermittent fun clips of them creating it. While they do so there will be a casual conversation about their relationship with fruit and veg and simple, quick facts about them. With the end slide inviting people to show their own plant based creations with the #GETSTRIPPED hashtag. Using video in this way is important and timely for any brand, in order to create emotional content (Phendon, 2015). This video will then also be promoted through the blogger’s and brand’s instagram.
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introduction slide
stripped MADALEINE show& us your SHAW creations #getstripped
plants aren’t boring show us your creations #getstripped final slide
Figure 55: Video Mock Up (Walker, 2015)
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event While social media is undoubtedly a powerful tool, opportunities do not have to be based on these platforms in order to be successful (Fauld, 2009). Brands can sponsor or create events and experiences which bring these like minded individuals together. This inspires word of mouth communication traditionally and through social media as consumers talk about their experiences. Such networking events are intwertwined with “opportunities for consumers to experience the companies products, as well as get to know the people who use them� (Fauld, 2009).
Events have been used as a promotional tool, particularly within the health and fitness industry (such as the supper clubs seen in figure 56). Inspired by this, I will host a series of pop up events in conjunction with the #GETSTRIPPED campaign. This will provide the opportunity to bring my consumers together in a physical space and create an experience which they will talk about. This will be especially important considering the brand will initially have no stand alone store and so these events will enable consumers to interact with the brand in a more emotional way.
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BLOGGERS SUPPER CLUBS
Bloggers have introduced supper clubs. These are events which give them the opportunity to bring together their followers. In doing this they take their online community offline and create an experience which is talked about.
Figure 56: Supper Club (DeliciouslyElla, 2015)
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A potential threat of creating events for the public as part of the launch is in how to promote it as the brand will not yet have a strong following. To overcome this STRIPPED will collaborate with other brands. I decided that the event would be a fun exercise class, followed by a STRIPPED picnic where attendees could enjoy plant the future meals. It would take place on Somerset House rooftop garden with a pop up plant wall such as that seen in figure 58. Having a fun class and event amongst plants is to reiterate the campaign message of plants are not boring and encourage people to #GETSTRIPPED into their gym kit. Choosing to do an exercise class was based on the fact my consumer stay physically active and despite leading a busy lifestyle will always find time to exercise.
For this event I will collaborate with The Secret Urban Escape who host fun exercise events with brands and companies in quirky locations (see figure 57). I will also partner with Lomax Chelsea who will host one of their fun headstand classes here. Both companies will promote the event through social media. This will further be done by brands sponsoring the event to provide attendees with goody bags. There will be an initial press event (potential attendees can be seen on page 111) to generate publicity. Press will then promote this to the consumer on their websites and social media platforms to make readers aware of the event. After the initial press event there will be one event every week for a month, open to the public.
Figure 57: Pilates in the Park (Hipandhealthy, 2015) Figure 58a:: J Crew Bugs Life Wall (Bugs life, 2015) Figure 58b: Tokyo FLoating Garden (Capps, 2015)
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who will be there?
CELEBRITIES Millie McKintosh Ellie Goulding Lily Cole
bloggers Tanya Burr Madaleine Shaw Hemsley and Hemsley Deliciously Ella
111
website stripped
The brand website will be easy to understand and informative.
ABOUT
PRODUCTS
STOCKISTS
MAILING LIST
CONTACT US
BLOG
#GETSTRIPPED
change your world one meal at a time
Easy to read visual information on how the products help the planet. This will make people feel more personally connected to the planet and as if they can truly make a difference.
how?
the STRIPPED recipe for YOUR HEALTH and the PLANET
we design meals which are purely plant based
then source all of our ingredients from local farmers markets
food is freshly prepared in our kitchen
placed in recycable packaging
You’re hungry
stripped You buy a healthy, nutritious stripped meal
1% We’re all healthy and happy
PRODUCTS PRODUCTS ABOUT
We help save the world why?
stripped MAILING LIST
STOCKISTS
1% goes into helping the planet
CONTACT US
BLOG
#GETSTRIPPED
change your world CHANGE YOUR WORLD one meal at a time
“by 2030 it will take the equivalent of 2 earths to sustain the planet” With statements like these it can be hard to feel like you can make a difference. At stripped we believe everyone has the ability to change their own world, starting from within. Our products give you the ability to do just that. Through our plant based meals we give you food which is kind to you and the planet.
ONE MEAL at A TIME
what?
how?
eat bright
the STRIPPED recipe for YOUR HEALTH and the PLANET
A colourful fruit pot might just be your answer to a brighter tomorrow. These fruity numbers will leave you feeling energised and ready to take on the world (and save it).
plant the future
we design meals which are purely plant based
then source all of our ingredients from local farmers markets
food is freshly prepared in our kitchen
placed in recycable packaging
The key to a healthier you and a healthier planet is simple. Plants. Nothing processed. Nothing artifiical. Just food from the earth. These meals are a simple, easy way to invest in your future and they include plenty of planet friendly protein.
greens to go
If you love to drink your greens, grab one of our delicious green smoothies. Each one features a different superfood which will leave you raring to go. Fly through your to do list and save the planet all in a day.
ingredients
All our ingredients are natural and unprocessed. Kind to humans, animals and the planet.
You’re hungry
where?
stripped You buy a healthy, nutritious stripped meal
1% We’re all healthy and happy
We help save the world
1% goes into helping the planet
Our food is available from 15 stockists. find out where here. Call us: 020 678 3789
why?
Drop us a line: hello@stripped.co.uk
Direct links to social media sites and ability to sign up for regular newsletters.
“by 2030 it will take the equivalent of 2 earths to sustain the planet” With statements like these it can be hard to feel like you can make a difference. At stripped we believe everyone has the ability to change their own world,
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stay in the know S-ign up with your email address and we’ll send you newsletters, offers and updates
sign me up
#GETSTRIPPED GALLERY
ABOUT
ABOUT
PRODUCTS
PRODUCTS
stripped stripped
MAILING LIST
FIND US
products
STOCKISTS
CONTACT US
MAILING LIST
find us
The #GETSTRIPPED campaign will be linked to the website. It will feature a gallery of submitted images from instagram. As well as information on upcoming GET STRIPPED rooftop events. It will also have a recipes section where plant based recipes will be posted. Here readers can comment and interact.
RECIPES
EVENTS
CARD
BLOG
#GETSTRIPPED
FAQ
BLOG
blog
change SWEat your world colour your it out water one meal at a time
LOCAL GOGO LOCAL
spruce up your water
sweat it out
how?
PERFECTING THE recipe hemsley& getstripped stripped the STRIPPED for &YOUR HEALTH andget the PLANET smoothie bowl hemsley hemsley SMOOTHIE BOWL august 2015
hemsley
we design meals which are purely plant based
then source all of our ingredients from local farmers markets
food is freshly prepared in our kitchen
Figure 59: Website Screen Mock Up (Walker, 2015) Figure 60: Website long Screen Mock up (Walker, 2015) Figure 61: #GET STRIPPED campaign Mock Up (Walker, 2015) Figure 62: Blog Mock Up (Walker, 2015) We’re all healthy and happy
We help save the world why?
placed in recycable packaging
You’re hungry
stripped
1%
You buy a healthy, nutritious stripped meal
1% goes into helping the planet
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Having a blog on the website will monopolise keyword search. Words related to health and the environment will be included. Such as “natural” “vegan” “unprocessed” “health”. Consumers mentioned that they used blogs to stay up to date on health and nutrition. Therefore it will serve as a resource for consumers and drive traffic to the site.
pinterest Outside of the Integrated Marketing Campaign I will also be present on pinterest and have a mobile optimised website to further target my consumer. “Consumers like to network with people who have interests and desires similar to their own. Organsiations can leverage this desire by creating communities of like minded individuals which centre on similar interests and values” (Fauld, 2009). Having a blog and social media in particular provides this opportunity to generate conversation and create such communities. It can be thought of in terms of the 5C’S marketing model (seen in figure 54). One of the platforms I will be using is Pinterest. A Mintel report found that the main time spent on here is when consumer’s are bored (Mintel, 2015). The site is
quick, easy to use and inspiring. This means that in those moments when the consumer are perhaps travelling from the gym to work, or to meet friends, the brand can target them. The content for the STRIPPED pin boards will be images from outside the brand. The benefit of doing so will allow the brand to exemplifiy its brands identity while “resonating strongly with its user base, enhancing discoverability and building brand awareness” (Mead, 2013).
Figure 63: Pinterest Mock Up (Walker, 2015) Figure 64: 5C’s Social Media (Walker, 2015) 114
pinterest: stripped guides
The CONTEXT is based on the focus of maintaining a healthy lifestyle so you can look and feel your best. All content reiterates the brands values as ‘kind to humans, animals and the planet’. In other words environmentally friendly and plant based.
The CONTENT includes inspirational imagery centred around health and wellbeing. This comes in the form of “STRIPPED GUIDES” turning the brand into a healthy lifestyle choice not just food. It also contains easy to read infographics aimed to educate people on the environment. This is in keeping with STRIPPED’s values.
To assure COHESION across platforms, the imagery used will be in keeping with the brand’s identity. Also whenever any posts are sent out on other platforms, the imagery will be automatically pinned. There will be links to the brand’s website on their pinterest account so that the consumers journey hopefully continues to here.
A COMMUNITY will therefore build up of people who share these values. Due to the nature of pinterest many of these images will get shared and in doing so raise brand awareness.
CONTINUITY is important and Pinterest enables a bank of images to grow which help “exemplify the brands identity”. It will be kept up to date with pins being posted every week. On significant days such as Easter, or Valentines Day, there will be a “STRIPPED GUIDE” dedicated to that day.
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mobile website Having a mobile optimised site is important, especially for individuals with a busy and active lifestyle. This is evidenced by the fact that when I asked consumers to complete an online questionairre, the majority (60%) did so on their smartphones (see Appendix 2). Having a website they can use on their phone will enable the site to fit in with their active lifestyles.
CHANGE change your YOUR world WORLD one meal ONE MEAL at a time at A TIME how?
stripped
stripped
str
eat SEARCH
+
ABOUT
PRODUCTS
+
SEARCH
+
ABOUT
PRODUCTS
MAILING LIST
eat bright
STOCKISTS
plant the future
CONTACT US
greens to go
BLOG
+
#GETSTRIPPED
Easy to use option to find out more about the ingredients which are in their food
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A colourful fruit pot m a brighter tomorrow leave you feeling en on the wo
+
stripped
sweet potato br
ingredients
MAILING LIST STOCKISTS
Sweet Potato (60%), Brown Dates (10%), cinnamon, cac
RAW PROTEIN BALL
Dates (50%), Cashews (50
SEARCH
+
stripped
stripped
stripped
eat bright
eat bright
ingredients
A colourful fruit pot might just be your answer to a brighter tomorrow. These fruity numbers will leave you feeling energised and ready to take on the world (and save it).
sweet potato brownie
S
+
sweet potato
baobab buckwheat
Caramel tasting potato packed with vitamin C. Which is great to maintain a healthy immune system.
chia seeds
brown rice flour
cinnamon
High in protein, fiber and gluten free.
re
ST
£3.50
Sweet Potato (60%), Brown Rice Flour (20%), Walnuts (10%), Dates (10%), cinnamon, cacoa
cocoa
walnuts sweet potato brownie
Packed with selenium, these are the plant based answer to great skin.
£3.50
Sweet Potato (60%), Brown Rice Flour (20%), Walnuts (10%), Dates (10%), cinnamon, cacoa
RAW PROTEIN BALL
£2
Dates (50%), Cashews (50%) with cocoa and goji berries
dates
goji berries
Filled with lots of natural energy, these will stabalise blood sugar levels and give you an instant boost.
hemp
cinnamon
millet
Great for maintaining normal blood sugar levels.
quinoa
cocoa
Figure 65: Mobile Mock Ups
Clear product and price information
A futher way in which a mobile website can help the brand, is in encouraging purchase when they come into contact with the product. In my research I found that consumers were hesitant to buy products or opt for vegan food if they were unfamiliar with the ingredients. I aim to combat this, by enabling customers to easily find out more about the ingredients through the website. This will make them more likely to purchase the item if they have an easy way of finding out about the ingredients which are in it.
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the consumer journey This consumer journey shows how an integrated marketing campaign and the promotional methods I have outlined in this chapter, will fit into the consumer journey.
blog
before
PRODUCTS PRODUCTS ABOUT
stripped STOCKISTS
MAILING LIST
CONTACT US
BLOG
#GETSTRIPPED
change your world CHANGE YOUR WORLD one meal at a time
ONE MEAL at A TIME how?
the STRIPPED recipe for YOUR HEALTH and the PLANET
we design meals which are purely plant based
then source all of our ingredients from local farmers markets
food is freshly prepared in our kitchen
placed in recycable packaging
You’re hungry
WEBSITE We help save the world
stripped
Available to sign up for newsletters on the website. Consumers will then be prompted to buy a product
You buy a healthy, nutritious stripped meal
1%
We’re all healthy and happy
newsletters
1% goes into helping the planet
why?
“by 2030 it will take the equivalent of 2 earths to sustain the planet” With statements like these it can be hard to feel like you can make a difference. At stripped we believe everyone has the ability to change their own world, starting from within. Our products give you the ability to do just that. Through our plant based meals we give you food which is kind to you and the planet.
launch events
what?
The brand will post images of their products to encourage consumer purchase and provide links to the website
eat bright
SOCIAL MEDIA #GETSTRIPPED
A colourful fruit pot might just be your answer to a brighter tomorrow. These fruity numbers will leave you feeling energised and ready to take on the world (and save it).
plant the future greens to go ingredients
The key to a healthier you and a healthier planet is simple. Plants. Nothing processed. Nothing artifiical. Just food from the earth. These meals are a simple, easy way to invest in your future and they include plenty of planet friendly protein.
If you love to drink your greens, grab one of our delicious green smoothies. Each one features a different superfood which will leave you raring to go. Fly through your to do list and save the planet all in a day. All our ingredients are natural and unprocessed. Kind to humans, animals and the planet.
where?
stay in the know
Our food is available from 15 stockists. find out where here.
S-ign up with your email address and we’ll send you newsletters, offers and updates
Call us: 020 678 3789
sign me up
Drop us a line: hello@stripped.co.uk
ADVERTISEMENTS
plants are not boring STRIPPED #GETSTRIPPED
Figure 66: Consumer Journey (Walker, 2015)
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The campaign will create a general buzz around the brand, prior to products being available. After the campaign has been running for some time STRIPPED meals will then be introduced to the consumer at a #GETSTRIPPED fun pop up events. The nature of this event, will help it be promoted through social media.
during price mobile optimised site placement stripped
stripped
SEARCH
+
ABOUT
PRODUCTS
+
SEARCH
+
ABOUT
eat bright
STOCKISTS
plant the future
CONTACT US
greens to go
+
#GETSTRIPPED
stripped
stripped
eat bright
ingredients
A colourful fruit pot might just be your answer to a brighter tomorrow. These fruity numbers will leave you feeling energised and ready to take on the world (and save it).
PRODUCTS
MAILING LIST
BLOG
stripped
eat bright
sweet potato brownie
£3.50
Sweet Potato (60%), Brown Rice Flour (20%), Walnuts (10%), Dates (10%), cinnamon, cacoa
sweet potato
+
r
Once in store the ease of a mobile site to find out more information, fashionable packaging and reasonable price will make them purchase.
ingredients
STOCKISTS
buckwheat chia seeds
brown rice flour
cinnamon
High in protein, fiber and gluten free.
sweet potato brownie
MAILING LIST
baobab
Caramel tasting potato packed with vitamin C. Which is great to maintain a healthy immune system.
walnuts £3.50
Sweet Potato (60%), Brown Rice Flour (20%), Walnuts (10%), Dates (10%), cinnamon, cacoa
RAW PROTEIN BALL
£2
Dates (50%), Cashews (50%) with cocoa and goji berries
Packed with selenium, these are the plant based answer to great skin.
dates
cocoa goji berries
Filled with lots of natural energy, these will stabalise blood sugar levels and give you an instant boost.
hemp
cinnamon
millet
Great for maintaining normal blood sugar levels.
cocoa
after
quinoa
newsletters link to online platforms The product packaging will then link to an online hashtag so consumers can join the online community. It also prompts people to share their products. Newsletters will also be sent to customers who have signed up with the brand.
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stripped greens to go spirulina avocado spinach kale
These calanders show the initial two month period over which the launch campaign will run
PRESS LAUNCH EVENT
print ads start to run and brand stocked in lomax chelsea throughout launch
pop up event
During this time the print advertisements will run and bloggers will get for public involved with the campaign.
pop up event for public
pop up event for public
instagram campaign bloggers choose winners
after a two month initial campaign brands enter all stores
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the future In the future I hope to expand the number and location of the stores which sell the product to reach a larger customer base. As the brand grows it will remain fashionable and continuously aim to have a positive impact on the planet and its customers. STRIPPED is an opportunity to move veganism further out of its niche. A timely brand as we face the consequences of a damaged environment and a rising population.
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cited references
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Figure 44: Eat Bright Packaging (Walker, 2015) [own image] Figure 45: Product Mock Up (Walker 2015) [own image] Figure 46: The Lomax Chelsea (NutritionRocks, 2015) [online] Available at http://nutrition-rocks.co.uk/?p=3326 Figure 47: Roots and Bulbs (Robot Food, 2015) [online] Available at http://www.robot-food.com/work/roots-bulbs/ Figure 48: Wholefoods Market (CrossFitLondon, 2015) [online] Available at http://www.crossfitlondon.ca/wp/hunter-gatherer-diets-a-different-perspective/whole-foods-100-percent-organic/ Figure 49: The Concept Moodboard (Walker, 2015) [own image] Figure 50: Print Advertisement Mock Up 1 (Walker, 2015) [own image] Figure 51: Print Advertisement Mock Up 2 (Walker, 2015) [own image] Figure 52: Print Advertisement Mock Up 3 (Walker, 2015) [own image] Figure 53: Instagram Mock Up (Walker, 2015) [own image] Figure 54: Hemsley and Hemsley (hemsleyandhemsley.com, 2015) [online] Available at http://www.hemsleyandhemsley. com/spiralizer-our-recommended-spiralizer-for-our-favourite-courgette-dishes-and-more/ Figure 55: Video Mock Up (Walker, 2015) [own image] Figure 56: Supper Club (DeliciouslyElla, 2015) [online] Available at http://deliciouslyella.com/events/ Figure 57: J.Crew x Bugs Life (Bugslife, 2015) [online] Available at https://www.buglife.org.uk/news-%26-events/news/ jcrew-partners-buglife-save-bees Figure 58a: Pilates in the Park (Hipandhealthy, 2015) [online] Available at http://hipandhealthy.com/time-to-glow-with-secret-urban-escape-the-new-way-to-workout/ Figure 58b: Tokyo Floating Garden (Capps, 2015) [online] Available at http://www.citylab.com/design/2015/03/tokyosnew-floating-flower-garden-is-more-gimmick-than-art-and-thats-ok/388709/ Figure 59: Website Screen Mock Up (Walker, 2015) [own image] Figure 60: Website long screen mock up (Walker, 2015) [own image] Figure 61: #GETSTRIPPED campaign mock up (Walker, 2015) [own image] Figure 62: Blog Mock Up (Walker, 2015) FIgure 63: Pinterest Mock Up (Walker, 2015) [own image] 130
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appendix
143
1 2 methodology survey P.150
P.148
6 case studies
5 visual support p.182
p.188
144
3 consumer insight
4 industry insight
P.152
p.171
7 observE
8 declarE p.192
p.190
9 ethical consent p.198 145
1. methodology METHOD
AIM
WHERE
ADVANTAGES
Online Survey
to gain initial insight into attitudes towards health, lifestyle and veganism
Online
Gave me quantitative data which I could easily interpret. As there was no age specification on the survey, allowed me to draw out my consumer. Contact option allowed me to persue particpants further.
Email Interview with Duncan Williamson Graham Metcalf Jack Graham
to gain a better understanding Online of how to target my consumer, how the meat free market has changed and find out how competitors were targetting the consumer
Skype Interview with Laura Thomas (Nutritionist) and Morgaine Gaye (Food Futurologist)
to gain industry insight into the Nottingham Expert opinion enabled me to form food market via Skype my big idea and understand if it was relevant As it took place via skype I was able to ask other questions which arose in response to the answers I was given
Card Task which asked people to tick three words they most associated with
to understand immediate and identify the positives and negative associations people had with veganism distinguish differences between age groups
Bake sale consisting of To find out how people vegan and non-vegan food reacted to healthier, vegan options and if these were ever chosen over traditional options
Structured questionnaires were emailed to experts which would allow me to find out what I wanted to know. Experts were given time to think carefully about their answers and therefore were often detailed.
I could quantify the data easily as the words were given to respondents to choose from Anonymous so more likely to put real opinion Quick and easy to do
Nottingham People were not aware that their actions Trent were being observed and therefore University were unlikely to be influenced by others
146
I carried out primary research to gain qualitative and quantitive insight into the market I was invesitgating. I abided by the ethical guidelines when carrying out each of these tasks. From these insights, I was then able to form opinions and go on to develop a big idea and brand based on what I had learned. DISADVANTAGES
HOW IT WAS CREATIVE
Because anyone could answer often Findings were got responses from people who did turned into not offer insightful data infographics
SAMPLE SIZE DATE
APPENDIX
62
March 2015
2
Face to face interviews could have allowed me to ask other questions which would have allowed me to widen my understanding
N/A
3
March-April 2015
4.1
Their answers were spontaneous and while detailed could have been more informative if they had been given more time to think about them
N/A
2
March 2015
4.2
Could have been influenced by the fact I was present when they were filling it in May associate other words with it which were not available to choose from on the card
Card were printed out and visually appealing
20
March 2015
3.1
Could have been improved by Labels were made asking people about their choices to which stated the gain greater insight cakes were vegan It was a cake sale
60
25/03/15
3.2
147
Consumer Interviews with Hanni Matthews and Madaleine Fitzpatrick
to distinguish the nuances between consumers and understand how the brand could target them
Day in the Life
to get an understanding of Took and sent how food fit into the day in me images the life of my consumers so I would know when and how to target them
Gave me valuable and qualitative insight from real consumers which I could build on to understand when to target them Was easy for the consumer to do so they were happy to do it over a period of days to provide more insight
Focus Group
Newcastle to get a greater indepth understanding of the aattitudes of my consumer towards veganism, health and the environment Test my big idea
Key points were often made which then stemmed into new discussions Allowed me to consider issues and problems which I had not previously.
Observational research of existing vegan places
to understand the current vegan consumer and clarify the exlusivity which still surrounding veganism//look at how they were remaining exclusive
A tick sheet of what to look for enabled me to understand similarities and differences between these and how I could distinguish my brand to cater for the mass market
148
Face to Face
London Nottingham Leeds Newcastle
The same questions were asked to each consumer although sometimes altered dependent on their answers
As the questions often revolved around food and health their answers may have been influenced by my prescence/ they were only saying what I wanted to hear
From this I formed consumer profiles
2
March- April 2015
3.3
They may have been influenced to eat or behave differently on certain days as they knew they were sending images
Photographs of food were taken which I could then build up into a day in the life
3
April 2015
N/A
As there were 7 participants their opinions may have been influenced by my prescence or there peers. Could have been beneficial to do more engaging tasks which enabled me to observe their true reactions
They were asked to write down their opinions before engaging in a discussion which stemmed from initial thoughts and opinions
7
April 2015
3.4
Observations regarding the consumer could have varied on a day to day basis
I took images of the 6 places
March- April 2015
7
149
2. survey 1. GENDER 2. WHat IS YOUR AGE? 3. WHat DO YOU DEFINE A HEALTHY DIET AS? 4. WOULD YOU Rather look good? feel good? 5. is eating healthily important to you? 6. how do you keep informed on how to eat healthily? 7. what do you look at when considering what food to buy? 8. apart from food, what else do you do to stay healthy? 9. have you ever shared a meal/snack over social media? 10. are you vegan or vegetarian. if no, what are your opinions on veganism/vegetarianism? 11. do you actively try to reduce your carbon footprint? 12. are you concerned about ingredients in your hair/skin care? 13. if you don't mind me following this questionnaire with a few questionsplease leave your name and email.
150
attitudes towards health, lifestyle and veganism i[nfographics from survey]
151
3.1 card task People were given a card with the definition on veganism on (which can be seen on the opposite page). They were then asked to follow the instructions on the card. Dependent on their answer to the last question, they were either given a ‘yes’ or ‘no’ card to then fill in.
152
VEGAN “the practise of abstaining from the use of animal products, particularly in diet”
VEGAN “the practise of abstaining from the use of animal products, particularly in diet”
153
“
These show examples of the yes or no cards they were given. I could then gain further insight into their attitudes towards vegan brands and places.
YES
NO
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3.2 bake sale observational research 25/03/15 nottingham I did open ended observational research to observe my consumer’s reactions when given the choice of vegan brownies and traditional cakes. There were various uncontrollable variables in this research method as well as ethical issues. That said, I did gain valuable insight which went on to form my big idea.
-those who went for the vegan option had often already tried the cakes -buyers repeatedly pointed them out and were intrigued but when they had not heard of them before they didn’t buy them -people saw cake sales as a time to be unhealthy so were reluctant to spend money on a healthier option -overall 9 out of approximately 60 participants went for the vegan option
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3.3 interviews I had two indepth consumer interviews. These allowed me to draw out nuances and differences and segregate my consumer further.
hanni matthews 14:00 15/03/14
CW: Hi, I am conducting this interview to gain more of an insight into your lifestyle and attitudes towards healthy living and veganism. Do you agree to be interviewed? HM: Yes CW: Why did you first get into healthy eating and make this lifestyle choice? HM: i got into it four or five years ago mainly for weight loss and then I started to learn more about it like the health reasons and I learned that it was actually important to change your diet. Because before I just ate complete crap all the time. Then I went to a bootcamp a couple of years ago. [CW: What Bootcamp? HM: Number One Bootcamp] They taught us loads about nutrition and fitness and loads about it. I got a bit extreme health at that point so now i’m about more balanced about it because I did get bait puritanical about it. But I think it’s easy to get like that when you know loads about it. I didn’t drink that whole summer because I was really extreme but now I drink sometimes but not often. CW: How did you become informed and how do you stay informed? HM: Deliciously Ella, James Dugen- clean and lean- they’re so interesting, it tells you loads about nutrition. I first heard about it when I was at bootcamp and then I came back and bought that book. Then I like other blogs like Madaleine Shaw, Oh She Glows. Documentary Food Matters, Hungry for Change. I like watching those kind of documentaries. CW: What are your favourite healthy products to buy from health shops? HM: Coyo yoghurts, Kombucha- I really want to grow my own, Superfoods, although I normally buy them in bulk from amazon CW: What attracts you to a product? HM: If it’s organic, how good quality it is. Price- I try to get the cheapest one I can because I am a student after all. It does help when it has nice packaging, like have you seen the organic burst? Yeah I really like that, it just looks better when it’s all colourful CW: So when you do your general shop, what do you pay most attention to? HM: Sugar Content is the first thing I look at. I don’t really look at calories although I’ve started counting my macros, it’s where you aim for a certain amount of carbs, fats, protein. I don’t normally look at it but I am for summer. And then if it’s gluten or dairy free. Dairy free is probably the main thing I go for because dairy just doesn’t react well with me. CW: OK, would you or have you ever tried veganism HM: I briefly tried it for a month, I don’t know it didn’t really work for my body, I didn’t really feel that good on it. I think it works really well for some people but I know for me I feel more satisfied if I’ve got fish and eggs in my diet. I just didn’t really ever feel full. I think a lot of people just don’t know, I watched like vegucated and it really shocked me. It was the documentaries which first made me try it, and I always wanted to try it because I knew it was really healthy. CW: What social media platform do you use the most? Instagram, I’m a bit obsessed with instagram 156
What do you like? Getting inspiration from other people, getting recipes, you can see loads of fitness work outs Who are your favourite Instagrammers? Ah I follow so many people. I follow like 1000 people. The Nutritionista, who I’ve actually met. Yeah she’s got a really good instagram. I found this one called the body coach the other day. I always follow loads of health food cafes as well, like Tanyas Cafe CW: What did you think of Tanyas Cafe? HM: I really liked it, it was really expensive though. Tanya was there when we went in as well, yeah we were asking her questions. Because my brother doesn’t understand my whole health obsession, he just thinks it’s so weird. So we were trying to get her to explain the whole acid and alkaline thing. [[email woman at Filmore and Union]] CW: Have you been to many vegan cafes, which ones can you remember? HM: Nama- the way they present the food is amazing The Good Life Eatery: It’s so small, and the blackboard, I just didn’t know what to order Saff Restauraunt in Whole Foods CW: What is your favourite? HM: I go to FIlmore a lot but I wouldn’t say it was my favourite, Tanya’s was really good. I went to one called La Suite West in London and they do amazing food, it’s a proper restaurant in a hotel. I’ve liked everyone I’ve been to. They’re all really expensive though that’s the only annoying thing CW: How do you find out about them? HM: I found Tanya’s on Instagram because loads of people were Instagramming it. Sometimes Facebook, but mainly Instagram. Oh and Delciiously Ella has a section on her blog where she talks about loads of healthy places. CW: Have you got her book HM: Yes I got it for my birthday CW: What do you like the place to be decorated when you’re there? HM: I kind of find they’re a bit hippyish, like a casual cafe. Even Nama is tucked away on a road all hidden. It just doesn’t seem like the place where they should be serving michelin star raw food. It’d be nice if it was more nicer, and it’d be good to have more evening ones as opposed to cafe’s. CW: Do you ever post them on social media when you’re there? Yeah I always take LOADS of pictures CW: In your spare time what do you do? Exercise, go to the gym, yoga- one hour and a half a week, boxing, go to nice restaurants and blogging. I do a lot of blogging when i’m not doing my uni work CW: What made you begin that? HM: I started it when I got back from bootcamp because I felt really inspired- like everyone needs to know about this, but I always kept it hidden because I knew people at school would take the piss out of it. But then I was like I just have 157
to share it and get it a bit more popular CW: How many pieces of fruit and veg do you normally eat? HM: If I have a smoothie it’s automatically like six, then probably another 3 or 4, it’d probably be something like 8-10 CW: Favourite Fruit? HM: Avocado, I’m obsessed literally have it every day. CW: Veg? HM: Maybe kale, no that’s such a typical one. Spinach CW: Water? HM: I try to have 2-3 litres, if it’s a bad day I only have 1 litre CW: Breakfast? HM: Breakfast is my favourite meal. I do love porridge, or avocado on rye bread with poached eggs and smoked salmon, protein pancakes. I don’t get it when people say they don’t know what to have for breakfast, it’s the best meal CW: Red Meat? HM: Never more than once, sometimes less. i only have it if someone else cooks it CW: Chicken? HM: Depends. Sometimes I do a chicken diet, it’s literally chicken, white fish and green vegetables for 7 days. Towards the summer I try to have more chicken because it keeps me full and I don’t get cravings CW: Fish? HM: I have a lot of fish, normally once a day CW: Milk? HM: I don’t have milk, always almond or cashew CW: Eggs? HM: 3 days a week. When I’m at home my dad always does eggs so. CW: What about your favourite treat? HM: Healthy? Probs a dessert like sweet potato brownies, raw cheesecake, some kind of deliciously ella, like her reece peanut butter cups, she does a superfood version Not Healthy? when me and sami go out for a meal, I had a burger and fries, pizza. That’s a really new thing actually. I used to be disguisted by it CW: Hair and Skin care? HM: It’s a natural one, Deliciously Ella sells it on her website. It’s from a health food shop- Faith and it’s for blonde hair. But sometimes I use a salon one. I went for the natural one because I’ve heard a lot about it. I went to do a natural skin care course in the summer and they told us a lot about chemicals. I also held an event at Filmore from this lady at Tropica and she told us a lot about it. It’s also really bad for the environment. Like you know the beads in exfoliators, loads of people use them and they do something to the water, like pollute the water. So i use mostly natural stuff now but I still wear make up CW: Are you conscious of your carbon footprint? 158
HM: I think to some degree, obviously not as much as some people. I walk everywhere. You feel like what could I make a difference to it. Like everyone else is going to mistreat it, so it all feels a bit hopeless. CW: What do you want to do in the future and where do you see yourself in 10 years? HM: Writing for a health magazine, like Women’s Health. Trying to make a difference in the world of health in some way. Hopefully successful. And with children. I think that’s everything. Thank you. You’ve been really helpful.
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MADDIE FITZPatrick 12: 00 07/04/15 CW: Hi, I am conducting this interview to gain more of an insight into your lifestyle and attitudes towards healthy living and veganism. Do you agree to be interviewed? MF: Yes CW: Why did you first become interested in eating healthily? MF: I found out I was gluten/wheat intolerant and that made me want to eat more healthy stuff like i had to change my diet because i was really ill all the time and also i took a gap year and when i did a level i did loads of work and got stressed. when stressed i tend to eat more so i do more sport and because i did more sport i was being more healthy. So i wanted to change my food as well. On my gap year i had time to explore the kitchen and cook for myself. CW: How do you stay informed, what resources did you use when you were first becoming interested in the lifestyle? MF: Instagram to be honest because it’s everywhere, once you see one healthy food thing. Especially the simple recipes. It’s like a community, their are so many people who are interested in it and there’s so many links to other things that you sort of get a bit obsessed with it. And then you look at their websites and their were so many sites which had recipes on, it was just there, free Do you find the stuff easy to make? I personally find it easy to make but i find a lot of it’s pricey and a lot of it is really random ingredients, which a lot of supermarkets don’t have. For example if i wanted to make healthy chocolate brownies, it’s all of the ingredients that you don’t really use. so i’m too scared to try it incase i don’t like it and i’ll have all of these ingredients left over What are a few of your favourite Instagrammers? Madaleine Shaw, the body coach, Deliciously Ella, standard ones Do you have her book? Yeah i’ve got the book and i’ve got the Madaleine Shaw one on order. I never used to buy books but I found the more and more I looked at their website the more recipes their were so i thought it was just easier to have the book When you’re shopping what do you look at on labels? I look at how much sugar it’s got in, i don’t really look at the calories, to be honest I look at the sugar. How fresh it is. I also look if it’s got any artificial things in, less is more! What are your opinions on veganism? Would you or have you ever tried it? I’ve never tried it, that’s because I do lots and lots of sport and i’ve got a lot more muscle than i’ve ever had and i don’t want to lose it if i stop eating protein. I love eggs, i’d happily go without chicken but i just feel like they keep me full for longer, i get a lot more satisfied from eating that than i would just from a salad or vegetables. Do you ever eat food without animal products in? Yes the other day I had vegetables with mixed pulses. In stead of cheese I put balsamic vinegar on and sometimes I put nuts on and I find that makes you a bit more satisfied Have you ever ate out at a vegan/vegetarian place? I haven’t specifically gone to them because of that but when I sit at a restaurant I’ll try and eat healthy, i’ll try and pick 160
the better option. But sometimes I feel that if you’re paying the price you do for something, you might as well go for it and go for what you’re craving. I think once you see something on the menu as well you’re more likely to eat that rather than stick to being good. Would you say then that you’re less healthy when you eat out? Yeah 100% because there’s not really much choice of drinks you have, especially on a night time. You have to have things which might have sugar in it. So, do you know of any healthy places? I haven’t really heard of any, unless they’re on like Made in Chelsea. I know on buzz feed and Facebook and top 10 places to visit, there’s a top ten healthy places to go. Advertising it on the internet is really good but they don’t really advertise it where we are (Newcastle). I have been to the Naked Deli though. What were your opinions on that? It was expensive. I had lunch and it was something like £9 something and I think that’s so expensive for lunch. Everything was what I wanted to eat though, and when I left I felt good about myself. But yeah I just find it really expensive but I do understand it’s expensive for them to make the food. I just won’t eat out as much. I wish there were more healthy places in Newcastle What do you like about eating healthy? I like that I don’t feel guilty when I eat something. If i want to spoil myself I can afford to do that if i eat healthy regularly. My health in general gets better. I have less colds, my skin is better, and i just feel more in control and happier. Is it about how you feel or how about you look? I feel better and then i look better What social platform do you use the most? Facebook, it’s like my morning news paper. It’s just got everything, social, pictures, everything in one place. You feel like you’re part of something and keeping up to date. If there was a vegan place, what would put you off, what would you make me go? It’s just the price to be honest. Like i don’t want to pay that much for a meat free meal. Sometimes they sell a salad for like £10 and I could have make it at home for £2. Sometimes you go to an Italian, the pizza is cheaper than the salad so I think I may swell treat myself. What if it was things you couldn’t easily replicate at home? Then I would consider it if i don’t usually make it myself at home. How do you feel about the ingredients sometimes used in healthy dishes, like if you don’t know about them? I think if people were more familiar with ingredients and used them 24/7 and grew up with them the way we’ve grown up with sugar and flour they’d be a lot less intimidated Do you try food you’ve not heard of? I’m not picky at all, i’ll try anything Do you ever look on social media for food? Yes all the time, i like looking at the reviews and I like looking at a menu before i go to the place What do you do in your spare time? 161
I do lots of sport, i’m at university. I don’t go out as often as I used to because I prefer doing sport as it makes me feel better. But the sport I do is social so i’m still being social at the same time. I do go out for the occasional meal or tea/ coffee How much fruit and veg do you eat? I have like easily five portions of vegetables in one meal. I have about two for breakfast, i have some for lunch but they might be the same. 7-10 Favourite fruit? Blueberries Favourite vegetable? Aubergine How much water do you drink? 2 litres Favourite meal? Breakfast Favourite breakfast? Scrambled egg with spinach and toast Do you eat much red meat? No, it’s expensive, i’ll probably go for the steak if i go out. What do you like places to look like? They have to be cosy and warming, couches. I don’t like it to be a supermarket where everything is just hard structured. I like plants and a bit of an atmosphere, things a bit quirky and arty, just something more relaxing. Because that’s what you do when you’ve been working all day. Even at night I love going to pubs more than restaurants What do you do about food through the day if you’re on the go? I normally tak a snack like a banana or something i’ve made before. But i’ve made it so many times that it doesn’t take me long to make, so i can be bothered. I try not to bring money with me otherwise i’ll be tempted to spend it on something naughty, like from the vending machine or from the cafe Do you ever get take out? Yeah if i’m at home my mum will suggest one, but when i’m by myself no What’s available around your uni to eat? They’ve got cafe’s but they’re really not healthy. Anything that is is overpriced. The main meals are just jacket potatoes and paninis. ON the uni campus they’ve got a subway and dominoes. The vending machines are full of chocolate and crisps. If there was something healthy on offer would you be tempted to buy it? Yeah and i’d probably eat more because of it. What’s your favourite healthy treat? Rice cakes and peanut butter 162
Naughty treat? Chocolate What keeps you motivated to stay healthy? When i see pictures of celebrities looking good. I think when you do eat healthy, you feel really good about yourself and i like to feel good about myself.Also if i’ve got somebody to do exercise with then that is motivating What about your hair and skin care? What do you use? I use the Aussie shampoo for my hair and conditioner, moroccon oil. For my skin i don’t really use much I just use like nivea.
Are you concerned about the ingredients in them? No it’s more what I eat that I’m concerned about because i think what you eat changes more than what medication you have or what you put on your skin Are you conscious of your carbon footprint? No, I have to admit I do cycle a lot but that’s just to be more fit. it’s so bad i think that I as a small person won’t really contribute that much Have you ever watched any food documentaries? Yeah I watched one the other night about why you shouldn’t eat sugar Why did you watch it? Because I’ve got an interest in it and i’m a massive sugar addict and it was somethign I could relate to Ok thanks, that’s great.
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3.4 focus group
I conducted a focus group to gain first hand insight into the opinions of my consumer of plant based food, as well as their attitudes towards living a healthy lifestyle.
04/04/15 12:00 Newcastle CW: The purpose of this focus group is to generate conversation around the topic of veganism, along with health and lifestyle in general. Do you all agree to take part? >> YES CW: Ok the first thing I will get you all to do is write down anything at all you associate with Veganism, and write it on these post it notes [[although the purpose of the task was to anonymously get them to write it down so that key words which were brought up could generate conversation, it made them think about the topic and generate conversation between each others as they were writing, with many people finding similarities in what they thought: key words which popped up were social media sites;pinterest, tumblr, instagram and also awkwardness]] CW: Ok you’ve all mentioned awkwardness so why don’t you tell me a bit more why you relate it with that? -find out how difficult vegan’s do find it? there is a difficulty with being 24/7 vegan but many recognised that now it was ok to be vegan for some meals and some of the time and were willing to go to vegan/vegetarian restaurants proving it has gone mainstream but it isn’t necessarily the same level of strictness which there has been in the past- quotes on ‘flexitarianism’ ES: There’s just so many things you can’t eat. JW: It’s not readily available. SB: It’s exclusive to people who can afford it. NZ: I feel like they are awkward, because you have to be a certain type of person who is willing to be difficult. RW: I feel like you are friends or in a group with vegans or lots of people who are vegetarians, then I feel like it’s probably a lot less awkward, but if you are amongst meat eaters then it’s probably a lot more difficult. ND: I disagree, my brother’s a vegan and he doesn’t find it awkward, like he finds it quite easy to get food and make meals. NZ: To be fair with vegetarians and the fact it’s their lives, it’s probably an easy thing to do. JW: I think it’s a knowledge thing before you are one it’d seem like a chore, but then when you know more about it and what you can eat and what you can’t SB: I also think it depends on how well off people are, so if you can afford to eat where as you know if you’re not it’s more difficult to buy all of the ingredients ND: My brother doesn’t eat any of the stuff that you know that you see on tumblr, or instagram, you know what I mean, he doesn’t eat like quinoa. I think maybe it’s because he’s Indian though so it’s quite easy to be vegan because a lot of the food doesn’t involve meat at all. SB: Ah I love quinoa CW: A lot of vegan’s eat quinoa, it’s a non meat source of protein, so why do you eat it?- do vegans find it awkward when going out for dinner or is this a preconception? SB: because it tastes nice ES: It’s nice and it’s a healthier option plus it’s really quick to make SB: It’s a healthy substitute for other wheat based NZ: I don’t make it because I can’t be bothered 164
ND: I like other things like bulgarwheat ES: Quinoa’s only available at some places though so another reason that veganism seems a bit awkward to me so it depends on where you are. Like in Bristol if i’m going to go to my local Tesco i’m probably not even going to get Soy Milk so i’d have to go to one that wasn’t near me. SB: I also think it’s a social thing too, like what you were saying, if all your friends are vegan/vegetarian it’s ok but if you’re going out for like dinner, it’s really awkward, like in a general restaurant because they’re not always going to have vegan options are they. JW: You are more likely to find a vegan cafe/restaurant in a more affluent area SB: Yeah like in London there’s loads of fashionable, hip, frozen yoghurt healthy restaurants but in Newcastle there’s like nothing. CB: I think though it is a lot more accessible now than it was like a few years back ES: Yeah for sure, restaurants now have a lot more vegan options available SB: Yeah like Gluten Free and stuff NZ: But also you’re talking about where these places are, so the vegans which go to these places it obviously takes a certain mindset, like they’ve researched into it CB: Well we might not know where a lot of the vegan things are in certain cities ND: Because if none of us are vegan then like we’re not going to know where places are NZ: I only do because a lot of my friends are vegan CB: In London there’s what’s that place called, Whole Foods SB: Yeah but it’s so expensive like if you were to shop there instead of going to Asda on a weekly basis you would be spending at least double NZ: Do you not think though it makes up though for the money you save on meat? SB: No definitely not. Like for example protein powder is the same cost as meat, so like if you didn’t eat meat what’s the point? CW: Do you think there has been any change in the perception of veganism recently? All: Yeah CW: Why do you think that is? SB: It’s gone a lot more mainstream ES: Yeah like celebrities are all kind of advocating it JW: I don’t think it’s socially acceptable yet I think it’s more that it’s just socially recognised NZ: Yeah I still think they get A LOT of stick SB: Yeah like if you were to compare it to cigarette smoking or something, that is a lot more socially accepted JW: It feels as if Vegans are going to look you up and down like NZ: Yeah and like at uni when you’re bringing in cake and everything, you’re not going to go to the effort of making a vegan cake ES: I think it’s like you say not socially acceptable because if you know someone who is vegan it’s like well that’s a bit of a faff or that’s a bit of a nuisance. And I know a couple of people on facebook who are vegan and there’s this one guy and he just posts stuff like this is why you shouldn’t eat normal eggs, JW: It’s as if they’re giving you stick because you AREN’T a vegan ES: Yeah and I think sometimes there’s the idea that because they have the greatest health they’re going to push it in your face SB: Yeah and I also think vegans are like that. Like people on a vegan diet are a lot more opinionated where as people who follow other diets aren’t really as pushy or advocating it as much NZ: they might be doing that because it’s a value rather than just a diet though ES: I think people see it as a way to be super healthy because that’s why my family are vegans because it’s a healthier way ND: But i don’t know do you get necessarily all the nutrients that you need from a vegan diet, you have to take like 165
vitamin supplements CB: I don’t believe it is healthier ND: I mean I think it’s healthier in the sense you’re not eating as much BAD food but i don’t necessarily think you’re getting a balanced diet unless you really commit and research SB: Unless you’re like a celebrity and someone is designing your diet for you and you will get all of the nutrients and can afford to buy everything you need. But just a general person on the street just going vegan, they probably will get nutrient deficiency ND: But you get that with vegetarianism as well CB: Yeah but I don’t associate veganism with healthiness or a fashion trend I’m associating it with Harry Kushner and animal rights JW: I think that’s what’s made veganism so popular because with diets like gluten free etc you’re just that because your diet requires it where as veganism is associated with the animal thing ES: like your ethics NZ: I just think it’s come about because of the whole health craze, like you’ve got people like Hemsley and Hemsley and all of the Instagram accounts like super foods are just being pushed and things so there’s new ways of doing things RW: The thing is though with all these accounts when the food is posted, it’s hard to buy all of the ingredients to make all of these different things :[[these places do food you wouldn’t/couldn’t eat at home]] like these sweet potato brownies so i’m like yeah maybe I will make those but it’s like yeah you need manuka honey and a shit load of dates and rice flour and i’m like I don’t want to buy all of this for something that I’m trying out [people who don’t commit to this type of lifestyle won’t necessarily have all of the ingredients in the house to do it at open so would be more open to buying it elsewhere] because I don’t think I’m ever going to use this again SB: Yeah that’s so true ND: It is a lot harder to create Vegan food SB: I googled something like vegan protein recipes or something stupid and it came up with all of these random ingredients that you need. And there was like 15 things on them that I don’t actually know what they mean and like i’m not going to go and buy them when I don’t even know what they are ND: Yeah like if you’re making a vegan cake and you can’t even use egg it’s just so annoying because we have to go and do this for my brother whenever it’s his birthday. And now we’ve got like a bottle of cider vinegar and flax seed oil in the house and like we’re never going to use them again. It’s actually so much of a hassle. Everyone’s like vegan food is really quick and easy to make SB: Yeah but only if you have the ingredients then it’s fine. But it’s more expensive, less easily accessible and not everyone knows about them ES: I think i associate veganism with very disciplined people who are happy to make big commitments. Like it’s a huge lifestyle change JW: It’s not just diet is it, it’s everything, it’s your hair care product, your skin care. NZ: I feel like they’re a lot more energetic though, right because they have si much energy SB: “I think of those people who lie on the beach, are really skinny, drink green juice and take pictures of stuff in Bali” ND: But I think that’s a very small, like selective group and who are like everyday people. The ones that we see are the ones on social media CW: Would you have a vegan meal though, like a meal without meat or dairy? All: Yeah CW: Have you every been to vegan or vegetarian places? All: Yeah NZ: We went to one and the food was really good. CB: I would but not as a constant thing, only ever every now and then ND: Well I would obviously go constantly 166
CW: How did you find out about them? NZ: I would like to think that i’m a foodie, and i knew my friend who was vegetarian was coming so i googled and found one and talked to loads of people about it ND: My brother tells me all of the places in London to go because he’s vegan and he knows all of the places to go ES: for me in Glasgow there’s just a particular area which is vegan and vegetarian RW: My friends a huge foodie, she’s always like yeah i’m going to take some turmeric this week because my immune system is really bad. So she told me about vegan and veggie places. But cause Bristol is kind of a hippy city, places like that are everywhere, so it’s really easy to find. Where as if it was in Newcastle I would have absolutely no idea SB: Same in Leeds, in Leeds it’s just not really a thing ND: Really I’m quite surprised SB: Like if someone told me going buy a vegan place I would have absolutely no idea ND: They probably do exist we just don’t know about them SB: As in London I know of certain places, not because I’m vegan just because i’m more aware JW: It’s because it’s more a fashion thing, so when people do go they like take a picture or say they’ve been CW: Ok, this is kind of a different route but what are your attitudes towards helping with the environment? Do you actively help? ES: I recycle SB: Just general normal things that are encouraged by the council ND: I do none CB: I care but it probably doesn’t show in my actions ES: It is really hard when you’re a student ND: I recycle but I’ve got to take it to the bin which is like a ten minute walk away and i’m not going to do that so i just don’t do it ES: I think in Edinburgh I find it really easy because there’re loads of bins NZ: I think as far as it goes for cycling, taking all of the plastic bags to supermarkets is as far it goes ND: I do that NZ: But that might be more of a money thing than anything because in Scotland you have to pay for every plastic bag ND: Oh actually I never use plastic bags because I always take my rucksack and just use my rucksack RW: As well things like organic meat, organic meat is so expensive so not buying it is easier and cheaper ES: I don’t buy meat at uni for that reason because I really struggle with eating cheap chicken SB: Yeah I just don’t. I like would never buy sainsbury’s value chicken ES: Because my parents have always been like really into free range and everything SB: Yeah I don’t eat meat at uni JW: So what do you do instead? ES: I just don’t eat meat. I eat fish but not meat, just because of the ethics of it. If I could afford it I would buy organic but I can’t afford it so I just don’t JW: But with fish that’s not a problem SB: It’s harder to find free range fish NZ: You can buy it though SB: The lines are more blurry but it’s not the same as a chicken in the cage with 50 million of them CB: Even the free range chickens though are still kept under bad conditions JW: You just don’t know how they’re treated do you NZ: they can just run a little bit further JW: But then I heard the chickens actually want to stay inside anyway ND: Has this come from the chicken itself? CB: No but it’s true even if they’ve got access they won’t go 167
CW: Ok when you’re looking at the label on foods what do you check? CB: Carbohydrate grams SB: I look at nutritional value not the ingredients RW: I look at added sugar and salt ND: I look in the little numbers where it’s like 200 calories and i’m like no RW: I’ll look at the e numbers or what kind of oils are in this NZ: I never ever ND: I only ever look in gelatine RW: Like once I looked at peanut butter and found out all of the added ingredients and oils which go into it i’ve since changed brands ND: I kind of don’t want to look at stuff like that though because then i’m literally like everything I like it’ll be 50% sugar so it’s kind of nice to be ignorant and just not know sometimes RW: Also I look at the % cocoa at dark chocolate SB: Yeah I do that and I sometimes compare food as well, so if another brand is better than i’ll buy that one ND: I think my answers to these questions though would fully change in five years NZ: Yeah like if you’re cooking for a family, you’d want your family to have good organic stuff SB: Yeah if you have kids you don’t really want to give them e numbers and stuff ES: the thing with checking the ingredients though, i don’t really buy a lot of stuff where i would have to check the ingredients for, i buy a lot of vegetables and rice, not really things which I’d have to check, i don’t really buy any ready meals or anything so i know what i’m putting in my food most of the time. ND: When I cook it’ll always be from scratch, like literally we made our own bread. And if we’re having a pizza we’ll make the base, and if we’re having burgers we’ll make the buns. Although I wouldn’t have the time to do it regularly CW: Is being healthy important to any or all of you? All: Yeah ND: But when I say yes I don’t mean in terms of like necessarily the foods that I am eating, less calories yes carbs NZ: It’s more to do with body image than anything else ND: Yeah it’s entirely to do with how you look rather than I want organic food in my body CW: What about the way you feel? SB: See for me it’s the opposite, body image is one of the things but I want to feel good. I know that exercise isn’t as important as like nutrition but I exercise every single day because it makes me feel good ES: I do think it’s connected to body image, but more recently i’ve thinking well this will be better for my skin if I drink more water, or my hair looks better because i’ve been eating more vegetables NZ: Yeah like if I was going to eat chicken I wouldn’t think oh yeah organic chicken I would just be like ah i’m eating better because it’s not friend ND: Yeah you do feel better when you don’t eat junk food and you cut out food like that and you do eat healthier and eat more salads but I wouldn’t do that if it didn’t mean that it would improve my body image. I think body image and the way you feel are really closely connected though because if you feel better in yourself like you feel healthier you alwso feel like you’re dressed better and what have you CB: To be honest if I could get away with eating whatever shit I wanted to and still look good then I would ALL: Yeah i agree ND: Honestly if i could eat chocolate all day everyday and it had a nutritional value of the salad then I would ES: Ah no i couldn’t do that, it just makes me feel gross SB: Yeah if i could eat pizza everyday and stay super toned then i would ND: it’s not about the food making me feel good because it’s good for me, the food is making me feel good because i look good RW: Yeah i don’t know though because if I ate loads of bread and stuff I would feel super tired and sluggish JW: So you’d feel bad if you ate a pizza and stuff? All: I wouldn’t feel bad, i’d just feel guilty 168
JW: I wouldn’t feel any different NZ: I wouldn’t be like ah i feel tired because i ate bread, i’d just be like ah fuck i ate bread. Vegans I talked to though they feel like so much more energetic and like a vegan i know doesn’t eat bread either so she will notice the difference in energy ND: Yeah 100% we don’t notice it because we eat it regularly because if it was cut out of my diet i think we’d all notice the difference. Because like if you had a lot of pasta or a lot of something really carby you do notice the difference ES: On the other end of that though, my boyfriend does bulking and cutting and when he’s cutting he feels terrible, grouchy and tired ND: Yeah you need like a balance SB: Yeah like i’ve started eating smoothies and stuff because i wasn’t getting enough vegetables and things but on the same side i wish i could have that and a slice of pizza and not feel guilty but because of the weight thing i don’t RW: I cut out sugar for three months and I felt so good and could notice the difference when i put it back in my diet. I felt so much better but I noticed that when I put it back in i’d get like sugar crashes and stuff and my cravings would come back SB: You know people who cut out carbohydrates altogether for like a month before their holidays, that’s not necessarily healthy. Like on a biochemical level you need carbohydrates for every process in your body ND: A lot of people do that though and think they’re being healthy RW: I wonder though whether what you’re saying about the smoothies and what Neha is saying and it being positively correlated with body image, I mean yeah it’s good for you and does make you feel good on the inside but the feeling that you get is more like a placebo. Like if you say you’re making smoothie, you’re thinking i’m being healthy NZ: Yeah like if i spend time making a smoothie i feel like i’ve had a good day ND: Yeah like when I have a nandos or something i’ll have a bad day, and feel really stodgy and gross but that’s because the food I’ve eaten is bad for me and i don’t know how much is that the food is bad for me or that i know i have eaten the food ES: Yeah you’d have to do like some sort of blind test SB: I feel so guilty because i’m eating a massive bowl of pasta as opposed to it being bad for me JW: stereotypically you don’t associate vegans with being the people to get up at midday these are the people who get up at six and do their yoga SB: vegans definitely do yoga ND: Yeah like i think there’s definitely two types of vegans, like there’s the harry kushner who walk around and smoke weed and then there’s the girl, instagram, california vegans and then there’s your average vegan who you don’t know about RW: I wonder if one of the reasons that it is not so accessible is because it’s almost become a fashion thing and a fad, and i wonder if it is a lifestyle thing, but is it one which people actually continue? ES: Yeah my flat mate sticks to it when she wants to and like on the weekend she’d be like i’m having a roast JW: Yeah like that’s more of a fashion thing isn’t it? SB: It’s the same with like gluten free diet, gluten is one of the most important proteins in the diet and people who go gluten free who aren’t celiac it’s proving to do bad things to your small intestine because you need that protein ND: Ah also I feel like people who are like it’s a trend I want to go vegan, it’s a lot harder and more difficult than just going out to buy a jacket. People would never admit to that though, they’d never be like i want to be indie i’m going to go vegan but they’re like oh yeah I really believe in animal rights, and i’m like i don’t know that you do but ok. But then those are the people where it doesn’t last. JW: It’s not just like going to gym for an hour it’s like every hour of the day NZ: yeah it’s a 24 hour thing, it’s an effort ES: I’d really struggle to not eat eggs NZ: The thing is though I feel like i put on weight more easily at this age and i’m already thinking all day about what i’m going to eat and to be honest that’s enough for me SB: Yeah I think about every single meal all day subconsciously and I just don’t want to think about it even more NZ: I feel like it would make me even more obsessive 169
ND: It takes over your life being healthy. Like in the summer when I was being healthy, every single thing I ate I’d be like can i eat that? SB: I’m like that on a daily basis CB: It depends on who you are, like if you’re a single mother with kids, you’re not going to be like oh has this got gluten on NZ: I think that organic that’s easier to do but omitting certain ingredients is hard SB: I think it’s a lot to do with socio-economic issues too. Like i did this massive project on obesity in socio-economic groups and it’s more prevalent because you can’t just say it’s really easy to switch to a healthy diet when you don’t have the money, the education and everyone around you is really different ES: Yeah in a project I was doing I found that people didn’t have 3 staple household items which included a cooker or washing machine NZ: Yeah and there are people who think crisps are one of your five a day SB: But it’s not their fault like you know there’s people who say why don’t you just batch freeze really healthy meals. It’s like not everyone has a freezer and not everyone can afford that many vegetables in one go. People can feed their kids when they have the time and money RW: Yeah don’t have the choice to be like ah i’m vegan I can’t eat that SB: Like it’s annoying when people get at people who struggle to loose weight because it’s just really not that easy CW: What inspires you to eat healthy? SB: Good body image. I mean it might be different if the ideal body image was someone curvy ND: You mean like if it was a bit bigger. I think being healthy would be massively different ES: Only to an extent though because if you weren’t eating healthily then your skin wouldn’t be nice SB: Being stick thin and not eating carbs isn’t being healthy. If you’re curvy and eat a little more carbs then that’s a good thing NZ: At the minute being curvy is fashionable way, although just in an athletic way. But i know i’m never going to be curvy so i’m just like oh well i want to be stick thin because it’s easier and i’m just going to take what my body shape will let me now JW: I think it’s to do with status as well. Like it used to be that wealth was associated with your house, what you wore or your car but now it’s like health is a status ND: Yeah it used to be if you were fat you were rich JW: But now it’s like oh i’m wealthy i go to all of these classes you know I have good equipment, I can afford to go to a gym RW: I think as well as a girl it’s also slightly competitive. If i’ve got a friend who’s eating really healthily and then i’m sitting there eating pasta then I think I should NZ: I just don’t like it when people are thinner than me ES: That’s why I always go to the gym with my friend jenny who is way thinner or slimmer than I am so it makes me competitive and i feel like i look like that cw: Just generally what’s available at your university healthy food wise? ND: My halls are abysmal. They have a salad bar, it’s just like cold pasta SB: There’s no protein in my salad bar NZ: At mine you’d be fine if you were vegetarian but you’d have no options if you were vegan Yeah been vegan would be a nightmare ES: I just know from university cafe’s and glasgow is alright ND: I think outside of halls, all of the establishments are pretty good for it, like i’ve never struggled been vegetarian ES: Yeah I don;t think you’d struggle at glasgow NZ: I generally think that being healthy and more people having that mindset is making menus change and veganism become more accessible 170
4. industry insight 1. email interviews DUNCAN WILLIamson: founder of living plate wwf
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What is the greatest difficulty in trying to get people to change their diets/food habits for a more sustainable planet?
There are too many messages around food already, many which are contrary to each other. They keep changing as the evidence and science improves, further compounding and confusing. This is not helped by nutrition being a very young science which is still evolving. Underpinning this are two facts – no one likes to think their food choices are impacting on the planet or their health (most of us think we make healthier choices than we do) and the planet is quite an abstract idea that feels too big – how can my choices make a difference. Food is a very misunderstood area and a huge industry. Diets are changing the whole time from low fat to cabbage to Atkins to carb free to 5:2, vegan before 6 , carb free, gluten free. These changing fads make knowing what the right choice increasingly challenging. A simple message around primarily eating plant based foods gets lost, even if it is how we used to eat and is the simplest way forward. •
Why do you believe some people are reluctant to do so?
People are reluctant to make the change as this would be admitting that we make poor choices, we cannot have limitless food. People think we have always eaten like this (not true). A change is about restriction and moving to boring tasteless food. We have found that people are confused about what to believe and feel/hope we will change our message. Meat is seen as a luxury and a central part to our food choices. For many years people have aspired to eat meat, it was a luxury and we used every part of the animal. Coupled with this people see plants as being boring tasteless. Moves to sustainable eating make people think choices will be restricted, they think it goes against how we have always eaten. We are no longer connected to the food system, we do not know how food is grown/raised and what goes into this. Not helped by an industry wide lack of transparency. We do not understand the impacts of agricultural practices. People trust the food industry to have made the right choice for them. • How do you encourage people to pay attention to the issue of food and the environment? What do you believe is the most successful way of communicating to them in a way which they will listen? Keep messages simple, promote choice, taste and cultural traditions. Work with existing message, do not over complicated the landscape. We cannot force feed these messages down people throats so we need to raise awareness and work with farmers and industry to move to an alternate planet friendly food system. There is a clear economic imperative and medium term to long term benefit for companies to do this. • Have you seen any change towards a more sustainable diet over the last few years? Do you believe the problem is worsening or have you seen any improvements? People are starting to talk more about where food comes from – not just organic and food miles – and about the types of food we eat. Eat more plants is gradually being seen as a tasty alternative and a more affordable one. However it is still very early stages. Companies are increasingly recognising the win wins of sustainable diets. The early adopters see this as distinguishing them from the competitors and as saving them money. • If you had to identify only one change that people could make to their diet/food habits which would have the most positive impact environmentally what would that be? Eat more plants – whole grains and veg.
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graham metcalf: meet the alternative
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In many respects the Food industry is only beginning to wake up to the changing dynamic within the market and the opportunity that Meat Free presents. Meat Free has traditionally been regarded as a niche category that was only shopped/bought by Vegetarians or Vegans, and as this group of people only covered between 7-10% of the population, extending the range by the key players in either retail or foodservice was never considered a priority. In its infancy, most Vegetarian’s cooked from scratch and as such dried food such as lentils and Tofu were popular. The introduction of the two brands Linda McCartney and Quorn raised the profile of Meat Free and also saw the arrival of Frozen convenience foods into the cabinet. For a time these were driving category growth and then soon afterwards retailers started to launch Own Label versions at lower prices which brought in a number of new consumers. Despite this steady growth in Frozen, and the introduction of Meat Free into the Chilled cabinets, the Category was still seen as being fairly niche & low priority by the Retailers, although this is now beginning to change. In my view this change has been driven by two things, 1.
Increasing number of people embracing the Vegetarian diet
2. More people, whilst still eating meat, actively seeking to reduce the amount they eat in their diet, eg, The Flexitarian or Meat Reducer. Mintel reports that 20% of 18 -24 year olds are Vegetarian, compared to the national average of 7-10% so it is perhaps an obvious development to see the national average starting to rise as more of the younger demographic come into the market. The big change however, has been the number of meat reducers or Flexitarian’s entering the category. Various reports suggest that up to 40-45% of the population are looking to reduce the amount of meat, in particular red meat, that they eat. This is due to reasons of health (reduce cholesterol?), diet (soya is very low in fat but high in protein), ethical (feel uneasy about the way that animals are treated) and/or sustainability (will there be enough meat to eat in years to come?). A major negative that Meat Free needs to overcome is the perception that it lacks taste, texture and flavour, when compared to other proteins. Mintel report that while 77% of adults associate meat with being flavoursome, just 14% think the same of meat free. The most successful products are still the “ingredients”, eg, Beef Style Mince & Chicken Style pieces, but we are now seeing convenience foods such as sausages, ready meals (Cottage Pie for example) beginning to really sell in numbers. Retailers and indeed Food Service operators are only now just beginning to react to this changing market and potential consumer. A lot of these potential new consumers want to reduce the amount of meat they consume but are unsure what to eat instead. The key to sustained growth for Meat Free is to attract AND retain this consumer. We have recommended that the in-store signage & marketing focus changes from the niche title “Vegetarian” to the more inclusive “Meat Free” name and some have made this change. The majority of these Flexitarians will not consider themselves Vegetarian of course so won’t feel they belong in that particular cabinet, but they will feel more comfortable in a “Meat Free” section. The next steps is to look at packaging and emphasise other key selling points on pack aside from Vegetarian/Meat Free such as “High Protein / Low fat / Fuller for longer” etc. Ongoing innovation in the area of New Product Development is also needed and this has been slow to come through. If you look at most retail ranges, they are the same from store to store so no one particular retailer displays a true point of difference versus the competition. In many respects “Meat Free” could become a “Destination Category” if managed correctly, ie, a stated reason why a customer would choose this store over others, but a lot of work needs to be done before this point is reached. 174
jack graham: raw press founder
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What inspired you to start Raw Press? Are there any specific philanthropists/people/books which have inspired you? The inspiration for setting up a juice company was in fact a little bit back-to-front, in the respect that my brothers run the fashion boutique above us and owned the lease for the property. The basement space which we now occupy on Dover St. was being under-utilised and they asked me and my cousin to set up a juice café. Once I started on the venture, I became increasingly inspired by what we were doing and even started eating more healthily. That said, I have always been interested in food and drink, as well as slow living and mindfulness, both in relation to cooking and more generally, therefore this venture suits me perfectly. Some inspiring figures for me in terms of personal growth are authors Jiddu Krishnamurti (in particular ‘Freedom From The Known’), Alan Watts and Adyashanti, whilst from a food perspective, chefs that I find inspiring are Magnus Nilsson of Faviken and Dan Barber, both of whom write and speak extensively on the importance of real ingredients, local sourcing and food sustainability. Why did you decide to go on to open a cafe and introduce food? I came up with all of the juices for the cafe and enjoyed this very much, but I am passionate about food and always wanted for this to also be part of the proposition. From a business perspective, it helps that most of our competitors do not place much emphasis on having a broad food offering, and therefore we currently occupy quite a unique position in the market, with a joint focus on both healthy salads and our range of cold-pressed juices. Philosophically, I like the idea of doing something beneficial around healthy eating, providing a haven where local workers can relax, socialise and be looked after nutritionally. If we are making it easier for people to make small beneficial changes to their diet, then that can’t be a bad thing! Interestingly (at least to me!), the word ‘restaurant’ comes from the French ‘restaurer’, i.e. ‘to restore’, and the first restaurants were inns where travellers recouped their energy overnight and were given food to help them recover. All of our food and juice is natural, rich in vitamins and nutrients, and our cafe is a relaxing space, so I hope that we are actually serving a function in giving people a break and a recovery from their stressful working environments and dietary mistakes. Who are your consumers? Typically our customers are health-conscious young professionals, predominantly female, although they are not all yoga bunnies or health food fanatics; we try to be accessible and appeal to a broad range of people. I think that deep down everybody wants to be eating more healthily and we try to get as many people through the door as we can, knowing that once they have visited the first time, they usually come back again and again! How did you first get the word out about the company? We had a partnership over the first 3 months with the extraordinarily popular vegan chef and blogger Deliciously Ella, who is in fact currently top of the book charts with the fastest-selling debut cookbook ever! She exclusively designed all of our salads and snacks over the launch period, as well as promoting Raw Press to her social media following. We are in fact the only venue to have ever sold her food. This had a huge effect on helping to get word out about the brand. We also had a PR agency over the first couple of months, and furthermore did a lot of local marketing and flyering. What do you hope the future holds for Raw Press? We are currently raising funds for expansion, so hopefully there will be many more sites to come. We would also like to become, more broadly, a wellbeing destination for the next generation, both online via initiatives such as a Raw Press YouTube channel encompassing healthy eating, fitness, and yoga, as well as offline through more stores, event hosting and collaborations. There’s been a real boom in health food and drinks, how do you see this trend progressing in the future? We firmly believe that the explosion in healthy living is only going to become more pronounced. Food habits evolve over time and I think that it is clear that popular consciousness is increasingly waking up to the idea that you feel better and live longer with the right diet and exercise.
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2. SKYPE INTERVIEWS laura thomas: nutritionist
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CW: Hi, do you agree to being recorded for the purpose of my research? LT: Yes, I agree CW: To begin with could you tell me a little bit more about yourself and what you have done? LT: I did my honors project at the Radford search institute in Aberdeen which is a research focused institute and I was looking at how we could deliver bacteria through probiotic yoghurts like Activia. And then I moved to America to do my P.H.D again looking at the gastrointestinal microflora but then I switched half way through looking at behavioural nutrition and then I did a nutrition policy internship at the centre of science so looking at the policy around school foods and labelling on foods. The most recent thing I did was a PHD in New York looking at behavioural nutrition, habits, nutrition messaging and how we can do nutrition education. So more a holistic thing. And yeah I just moved back to UK 6 months ago and I’m starting my own business doing nutrition consulting for people and restaurants and more corporate consulting so like workplace wellness and stuff like that. CW: So basically for my final dissertation project I can choose to study anything which is relevant in culture and I’m really interested in nutrition and how they’re becoming a lot more popular. So for my final outcome there’s a creative element where I create a brand and I need expert opinions to formulate that so I know where to take it. LT: Well it’s funny you say that actually because I’m working with some designers and a branding company at the moment to relaunch my brand and i’m kind of struggling with it because plant based nutrition has this weird hippy connotation and I don’t want people to come to my website and think who is this girl who’s spouting all this weird stuff about just eat plants and animal rights and all that kind of stuff. It’s kind of a tricky one because my branding guys initially wanted to have little plants and sprouts and stuff in my logo but I was like no I want to move away from the hippy vibestuff CW: Yeah that’s exactly how I feel too. I’m looking at how to target more of the mainstream consumer as opposed to making it less exclusive but rather more accessible and that’s mainly done through branding. LT: So what kind of brand are you going for? CW: I think I want to create more of a chain cafe, a lot less like the independent places which people may associate with veganism. But a lot more accessible. LT: Do you know in the states Veggie Grill? And the other one is Native Foods. They’re kind of like fast food but all completely plant based, it feels like a fast food place but it’s also delicious and 100% plant based and they have like a pretty, fun brand and you go in and you can sign up for a rewards card and they’ll give you like a desert on your birthday and they have like a whole range of food. CW: Thanks, that’ll be really useful. I guess one of the things I’d like to know is when you speak to people what did they listen to the most and what do they most want to find out in terms of nutrition? LT: I think everyone is always after a kind of quick fix, just magic bullet kind of. Like what can I eat, what’s going to do this. In nutrition we refer to it as a very reductionist mind set, so basically they want to know what food or nutrient is going to fix their problem. For example is kale going to sort out my heart burn or something like that. They don’t really understand the concept that you have to form healthy habits that are sustainable and if you don’t have the basics down you’re never going to be healthy. You have to form these healthy habits. I get really upset with these people who are like ‘im going to do this juice cleanse’ ‘i’m going to go gluten free’ but yet they binge drink and drink coffee all day long, you need to have the basics down before you can go to that next level stuff. So i’m talking sleeping, drinking plenty of water, not drinking caffeine after a certain time. Making sure you eat breakfast, lunch and dinner. Make sure that you eat a bunch of vegetables and then the next thing I talk about is getting as many plant based options that they can get in as they can so if that starts at getting as much fake meats and substitutes in as they can, then fine, that’s just an entry point. But then trying to get more whole foods in as opposed to like the processed stuff. But it has to be in a way that’s acceptable to the person because if you go too much too fast then they’ll give up and freak out altogether. Did that answer your question? 178
CW: Yeah it did. Thank you. Erm, also I’d kind of like to know what influenced you to go into this industry and philanthropists or books which have helped educate you on the topic. LT: Yeah, I guess originally I was vegetarian since I was like ten so for me it started off as the animal rights, environmentalists side of things. Then when I went to university I started studying some kind of biology but then I remember watching Gilillian McKeath, she’s really super militant about food. But I was really interested in the transformations you saw and also I lived in scotland where there is such a problem with cancer and heart disease so this does make sense to use food as medicine to prevent these chronic diseases. SO i decided to change from bio to health sciences. When I started learning more about nutrition and how dairy and meat products affect our health so i started making switches. I also started learning more about the factory farming and the environmental impact of meat and dairy. So it all just kind of came together for me. I think in terms of resources, so like forks over knives, I actually because I was at Cornwell I was really lucky to have met Colin Campbell, so that was really cool. I guess I’ve done a lot of reading and followed a lot of blogs, so like Jessica mornen.com and My New Roots. And then when I moved to Texas as well and it was in the middle of no where so I had to teach myself to cook so I spent a lot of time with different cookbooks and things so like Veganomican and do you know the post punk kitchen, it’s a really great resource for recipes. I’m looking at my book shelf, there’s a really great book called whole which is like a tough read but you kind of like chip away at it a little bit. And also just having friends that are really into raw food and different aspects of health and nutrition is really great. CW: SO you said you had done bait with labelling, could you tell me more about that? LT: Part of the internship I was doing, one of the things they were doing was lobbying for like clear labels on packaging and clear nutritional information because especially in the UK if you look at the nutrition label it tells you the amount of information per 100g and it doesn’t tell you the amount per serving and it can be really confusing. But also there are a lot of like confusing health claims on products which are not clear, or they use different words for sugar which makes it hard for the consumer to know whether they’re eating something which is good for them or bad for them. CW: Do you think that’s changing? LT: Well they have to now put major allergens in bold, I think there are major changes coming up but I’m not sure on what they are. They have the traffic light system for example, which can be really confusing for people. Take for example a packet of cashews. The traffic light system will show red because it’s high in fat so people get confused because they think it means nuts are bad for them but they have a lot fo the healthier fats. And then things like you know low calorie options may be green so it’s kind of sending mixed signals to consumer. CW: That makes a lot of sense actually. Why do you think NOW it is that people are suddenly taking an interest in moving towards a plant based lifestyle? LT: Well if you look at consumer trend reports, there’s more demand for healthy indulgences, like I was reading something the other day like vegetables are having a moment. I think it’s because, well I think there are a couple of different things. Like you have all this bloggers who are becoming famous now, like Deliciously Ella and people like that. A lot of it has come up with the rise and popularity and blogs and the fact there are a lot of really great blogs. People are spending more time on blogs reading and educating themselves on this. It’s kind of come up with the gluten free movement as well. And just kind of there’s a little bit of a shift in opinion within the nutrition community amongst scientists and nutritionists but some nutritionists are starting to change their mind about the value of having animal products in the diet and it’s kind of trickling down, it’s taking a long time but people like Dr.Colin Campbell, Dr. Coldwell and people like that are oh and Dean Ornish, they’re some like doctors and scientists that are leading the way with that. And you’re seeing that some, more and more medical professionals are starting to change their opinions on that aswell. And if you look at there’s an insurance company in the states called Kaiser Permanante and they’re a huge huge health insurance company and they’ve started suggesting that a plant based diets in preventing disease and they recommend it to ALL their clients. Like every single one who’s insured under them they recommend it to. CW: Where do you see this kind of rising popularity heading in the future? 179
LT: I think it’s going to become a lot more mainstream. I think it’s already a lot better in the States than it is here. But I have seen that in the seven years or so that I was out of the UK that it’s a lot better but it’s not mainstream yet. And there’s still this kind of stuffy connotation that Vegetarians are these weird hippies and it’s still really hard to get good plant based options in restaurants so one of the things I’m doing in Leeds is putting together a collective of different restaurants that have good plant based options on their menus but I also have services and shops on their too. It’s about health in general but their are a lot of restaurants and they’re going to be offering discounts on the plant based options on their menu so its about making it more accessible and more convenient for people to eat plant based. CW: Ok. Thank you so much you’ve been a huge help, I think that’s everything LT: Ok. Good luck with your project let me know if I can be of help with anything else. CW: I will do. Thank you.
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morgaine gaye: food futurologist AB: Has there been a shift in fad diets, and now there’s more of a focus in living a nutritious lifestyle, why do you think there’s so much of a focus on health at the moment? What media and brands are getting good at, is disguising diets and fads as health. So think of the paeleo diet right now, that is the same as the grapefruit diet in that it’s just a trend and it’s just a blip. It’s the same nonsense just much more clever, what they’re doing is their joining it with science and telling people they need more protein. So buy doing this people will buy into the fad. Brands are trying to up your protein intake but we don’t need more protein, show me someone in the UK who is protein deficient, it’s just not possible. So what you’re being kind of hoodwinked by now is as you’re getting cleverer brands are getting cleverer. So there was polyunsaturated fats, omega 3, then omega 6 paeleo fits in perfectly with the whole protein trend because it’s all protein no sugar. Health is an over arching macro trend and that’s far reaching but how it manifests itself changes. So is the health thing just a moment, is it going to stay here? Like even in the supermarkets there’s so much of a difference to what you find there than years ago Yes there’s definitely a lot more people interested in it, a lot more people saying they’re gluten free now. But alongside this health macro trend is a bespoke trend. It’s about ‘me’. Everybody’s unique, people have specific dietary needs. There’s a lot about personalisation, it’s all about me, i’ve got a unique preference. A lot of the health trend is linked to transparency and trust, so we’ve lost a lot of faith in trust in governments and organisations and in our celebrity and the media in everybody who is supposed to take care of us. It’s like today on Facebook i’ve just seen that a student I used to teach has died at 24 which is just shocking. I think we’re in that state now as a population where we can’t take anything for granted so a lot of self medicating starts very young. It’s not about what magic bullet can I get from the doctors. It’s about what can I do to feel better. You’re the first generation to really start reading the labels and doing that trade off. [Health over what you want?] So you read the labels and say this is good for me this is not good for me, and you say oh i’ve been really good for me now i’m going to have a bag of percy pig, part of that is about being giving information. But the other part is about trust and trusting that not everybody is fully reliable and that you have to take full responsibility and I think there’s something around that, around survival, self care, the quantified self. Health is in that trajectory, it’s here for a while and it’s not just a fad Do you think it’s more females and males? The thing with food is it sits with females because it’s about care and nurture. Though there’s more men than before shopping, and cooking for themselves because they’re living alone. Most men didn’t leave home before they were married years ago. There;s more of an emotional attachment with food with women, it’s easy to say to men just don’t eat that and they go ok. But we go oh no it’s my favourite and there’s a whole story around it. So generally women are more plugged in with health around food CW: How has the vegan market changed in recent years? MG: Vegan trend is trending and is going to go more mainstream, it already has become more mainstream. One of the reasons is because it’s got glamour attached to it. Up until now it’s been a lot more shoeless people living in the field so if you were to create any kind of establishment it would have to have a really high end feel. Something along the lines of Pure Food and Wine in New York. It’s super high end, it’s full of celebrities. 181
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Figure 66: Infographic (Cowspiracy, 2014)
1. infographic
5. visual support
2. development THIS MIND MAP SHOWS MY THOUGHT PROCESS WHEN DECIDING ON POTENTIAL WAYS THE BRand COULD BE PROMOTED and communicated TO THE CONSUMER
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These are pages from my scrapbook which show potential ways in which my big idea could be implemented and how a fashionable, philanthropic vegan brand may be created.
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This page shows how i creative research methods which I considered when deciding on how to find out information from my consumer
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6. case studies 1. raw press: fashionability I looked closely at how the juice brand Raw Press had succeeded in becoming a fashionable juice brand.. I spoke to the founder (Graham, 2015) who informed me that their consumer was on the “health conscious young professionals” however they wanted to make it widely accessible for everyone (see Appendix 4).
WHO ARE RAW PRESS?
The brand’s original focus was on cold press juices. However alongside various other juice brands they opened a cafe and have introduced ready prepared, fresh plant based meals.
location Their juices have always been sold in the independent fashion store ‘The Wolf and Badger’. They then opened the cafe directly under the store. The store is located on Dover Street. This immediately aligns the brand with the fashion world and gives it an allusive feel.
events They attend and sponsor various different events to promote the brand such as Fashion Week and Healthy festivals. They host their own Healthy Bloggers events to give them the opportunity to create an event and experience around their consumer. This also harnesses the influence bloggers have.
collaborations For the first three months they partnered with Deliciously Ella which was instrumental in getting the word out about the brand. This used Ella’s large online following to raise awareness of the brand. They have since collaborated with fashionable exercise collective ‘the skinny bitch collective’ of which various celebrities and high profile names are part of. Aligning themselves with the likes of Deliciously Ella and Skinny Bitch Collective makes reiterates they’re fashionability.
social media The brand have a strong social media following which to date reads at 16.1 K on Instagram and 16.1 K on facebook. Particularly large considering they are a young brand. This success lies in the fact that their fashionability makes people want to post the fact they’ve bought the product. Focussing on the juice packaging, it is very simple, clear and easy to read.
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2. under armour
An example of a successful integrated campaign is #IWILLWHATIWANT by Under Armour. The campaign aimed to encourage customers to join the brand’s online community. To do this they “take advantage of digital cross channel communities” with “(almost) every aspect of the campaign is optimized for digital consumption and success: video, sharing, copy and visuals” (Hulting, 2015). The hashtag featured across
different media inluding video, copy, sharing and visuals. As a result “the “IWILLWHATIWANT” hashtag has been used in over 3,100 tweets, and the video has been viewed more than 4.2 million times on YouTube and has over 1,600 likes on Instagram.” (Hulting, 2015) Taking inspiration from this I will therefore go on to use video to promote the hashtag and campaign.
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PURE RAW
GLOBAL TRIBE CAFE
ALLEY CAFE
FILMORE AND UNION
SHEFFIELD
LEEDS
NOTTINGHAM
LEEDS
BOHEMIAN
-
+
+
-
CONSUMER
all ages
all ages
all ages
mass market
CLEAR BRAND IDENTITY
+
--
--
+
FASHIONABLE
-
-
-
+
WELL PRESENTED FOOD
+
+
CUISINE
RAW
VEGAN/VEGETARIAN NO MEAT OPTIONS
VEGAN/VEGGIE
HEALTHY
LOCATION
HARD TO FIND
HARD TO FIND
HARD TO FIND
CENTRAL
WEBSITE
OUT OF DATE
NOT VISUALLY APPEALING
NOT EASY TO USE FASHIONABLE
1,380 // //
4,846 // 853
1,298 144 1,546
CITY EXPENSIVE
EXCLUSIVE
MAINSTREAM
SOCIAL MEDIA PRESENCE facebook: instagram: twitter:
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2,770 1395 3,094
Through general observational research I was able to segregate pre existing vegan and healthy food pkaces to understand where I should position my brand. NAMA FOODS
PAINTED ELEPHANT
RAW PRESS
GOOD LIFE EATERY
TANYA’S CHELSEA
LONDON
NEWCASTLE
LONDON
LONDON
LONDON
x
x
-
+
-
-
-
fashionable, wealthy
all ages but mainly younger
fashionable, wealthy
fashionable, young
welathym young
+
--
+
+
+
-
-
+
+
+
+
+
VEGAN
HEALTHY
RAW
+
+
+
RAW
VEGAN/VEGGIE
+ NOTTING HILL
HARD TO FIND
BENEATH INDEPENDENT FASHION BRAND
CHELSEA
CHELSEA
NOT EASY TO USE UNFASHIONABLE
EASY TO USE/FASHIONABLE NO WEBSITE
NOT MANY PAGES
5596 9642 1646
15,918 15.5k 3,228
4,231 17.2K 1,431
5,541 46.8K (advocated by celebrities through instagram) 6,337
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8. declaration & tutor record sheets
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9. ethical consent 1. consumer interviews
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2. a day in the life
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3. focus group
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