2022 Winner

A&W knew that encouraging skeptical Canadians to eat plant-based meat alternatives wouldn’t be easy – only four-in-ten people have tried them since they’ve become a staple on fast food menus. So, for the launch of its Beyond Meat plant-based nuggets, A&W turned to Rethink to help attract those who remain resistant to meat alternatives. the agency came up with “Beyond Bait,” featuring a taste test by the world’s iconic carnivorous plant, the Venus flytrap. To shoot the video, 12 plants were brought to a closed set. Using tiny tongs, Beyond Meat nugget pieces, cut to a fraction of their size, were fed to them one by one, with their traps snapping shut as soon as the pieces were dropped in. The nuggets sold out of stock twice, and the campaign generated $25 million organic impressions and a 318% increase in brand mentions.

Credits

Client: A&W Canada
Agency : Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Nicolas Quintal
Creative Director: Xavier Blais, Maxime Sauté
Art Director: Mathieu Lacombe, Thomas Larthe
Copywriter: Charles Côté
Strategist: Pascal Routhier
Chief Strategy Officer: Sean McDonald
Account Direction: Catherine B. Mainville
Account Management: Gabrielle Bergeron, Victor Brunton
Production: Johanne Pelland, Sarah Longpré
Production: Nova Film
Production: Charles Gaudreau, Anna Charbonney
Direction: David Poulin
Photography Direction: François Gamache
'Making of' Direction: Alex Nolet
Audio House: Circonflex
Sound: Pierre-Hugues Rondeau
Media: Vizeum