Hey guys! It’s Richmond meat-free

As a popular, household name brand, Richmond is a familiar and reassuring name for consumers trying a vegan diet or meat-free alternatives for the first time. Finding the right partner for a TikTok campaign was key to reach this audience of consumers new to the category. Sevda’s channels, content strategy and audience make-up were the ideal fit for the Richmond consumer.

Pier negotiated a hard-working partnership with Sevda, securing organic rights so her content could be used on Richmond’s channels. Plus, we agreed exclusivity rights in meat-free during Veganuary to preserve the authenticity of the partnership. We needn’t have worried. Sevda was a huge advocate for Richmond and loved the range, making the partnership a joy to work on.

We carefully briefed Sevda to ensure she created a range of content to showcase different key messages for Richmond – from recipe creation to a wider range review. Creating a lasagne and a cooked breakfast, Sevda was able to show how Richmond and eating meat-free can easily slot into family life.

On Richmond channels, we used exceptional recipe photography – like the chilli con carne nachos pictured here – to entice audiences. Our competition to win a food shop for a month attracted more than 1,000 entries.

Across Instagram and TikTok we established Richmond as the obvious meat-free choice during Veganuary, and Sevda as its biggest champion.

Hungry for more? You can read about another successful Veganuary campaign here.