The way we produce and consume food too often damages people’s health and our planet’s natural resources. Eating less meat is one of the key levers for change.
Call for Change
Our food systems are broken. The way we produce and consume food too often damages people’s health and our planet’s natural resources. Eating less meat is one of the key levers for change. The Livekindly Collective are here to nurture the vegan revolution, one meal at a time. Since the start of the company, we’ve been called in to help position their brands for impact.
Following the regenerative ambition of the company, the Livekindly brands have the objective to make it easy and desirable for people to make the shift from meat to plant. And though that sounds easy, we all know how tough it is to change food behaviors. In the positioning journeys that we made with the LikeMeat, Oumph!, and Fry’s Family teams, we surfaced the motivations, tensions, and perspectives of the diverse communities of people these brands serve. We learned that some of them are doing it more for health reasons, whilst others want to improve animal welfare. We experienced that they hold up diverse values and that the food culture they grew up with has a huge impact on how they welcome change.
The immersive conversations with people on the journey to reduce meat helps the team to walk in their shoes. This deeper level of empathy for their lives, their food cultures, struggles, and dreams allows the team to craft regenerative brand ideas that mobilize for change. Each of Livekindly brands serves a community for change in uniquely relevant and tailored ways, so that it invites and engages more people to shift from meat to plant, one meal at the time.