Alpha Foods Campaign: Class Action Lawsuit

With the help of our creative agency at Mischief, we had a goal of building buzz for Alpha Foods in a way that would be scroll-stopping and attention-grabbing while also driving lead generation. With the biggest barriers to entry being taste in the plant-based category, we knew we needed to convince the public that Alpha’s plant-based alternatives could be just as delicious. Enter: a well-known clown, a colonel and a redheaded pigtailed girl.

These famous meat-eaters unknowingly became plant-based lovers—and sued for damages. Members of the public who believed they'd been duped into loving Alpha's plant-based food were encouraged to join this Class Action Lawsuit, too.

If consumers called the Class Action phone number or joined the lawsuit via email, they received reparations (Alpha coupons).

Results:

• 591.5M Impressions

• Social profile impressions increased 3,185%

• Overall engagement increased 790%

• 16K Emails captured

Credit: Mischief and NFA

My Role: Overseeing digital execution across all platforms and ensuring strategy and brand alignment