Leader - ‘It’s a match’ Vege Campaign
The Brief
Leader’s new vegetarian range is a bold step forward into the flexitarian, plant forward space, reinforcing the brand’s commitment to staying ahead of evolving food trends and delivering delicious, modern solutions.
My brief was to develop a bold, socially led creative idea to support the launch, one that’s catchy, campaignable, and proudly plant-based, (without being preachy).
The Objectives
Generate awareness of the range through a story-telling campaign
Build authentic engagement and excitement around the vegetarian range
The Solution
My ‘It’s a Match’ campaign reimagines dinner selection as the excitement of dating, making the act of choosing what to eat feel fun, personal, and even a little flirty. In a category where plant-based messaging can often feel predictable or worthy, Leader Vege’s new range needed a bold, playful approach. I managed all stages creative process from ideation, design, art direction through to copy writing.
The media strategy amplified the creative impact by delivering a sequential narrative journey for our audience. We retargeted engaged viewers who had demonstrated interest in vegetarian meal options, transforming single touchpoints into an unfolding story. This retargeting approach built narrative momentum, allowing consumers to experience the complete campaign storyline - from initial intrigue with the range launch to deeper engagement with individual product reveals, creating a cohesive storytelling experience.
Agency: Social Sugar
Concept, Design, Art Direction & Copy: Mel Matthews
Production: Hashbrown & Kurt Ensor
Using the familiar language and visuals of dating apps, each product is brought to life with its own cheeky profile, transforming freezer staples into craveable characters. It’s a witty, socially-led concept designed to cut through the scroll with snackable content.
The tone is confident and warm, celebrating flavour and convenience while keeping health benefits subtly in the background. The campaign also builds seamlessly into broader movements like Meat Free Monday, offering an easy, delicious swap or “date” for anyone trying to go meatless once a week.
The Results
The opening tease post generated strong engagement volumes, demonstrating audience appetite for the concept - with a reach of 14,000+
Each sku post consistently reached over 140,000+ people while maintaining strong engagement rates throughout the campaign duration.
The giveaway provided the perfect campaign ending, generating substantial comment volume and entries that reinforced audience investment in the range – a natural reward for the journey we'd taken them on.