MORNINGSTAR FARMS - MEATLESS MONDAYS
To attract new category and brand users, the Morningstar Farms brand asked us to get health-conscious women, ages 25–44, to incorporate its frozen, meatless foods into their healthier eating routine.
The Morningstar Farms Meatless Monday campaign launched in January 2012, to capitalize on the New Year healthy eating boom. Online media ran all week but were heavied up on Mondays. These units drove users to MorningstarFarms.com, where they found recipes and information about the benefits of a meat-free diet, as well as statistics about the power of eating meatless on Mondays.
To enter the weekly promotion, the website drove users to Facebook, where our app revealed each week’s mini-mission and allowed each user to complete that mini-mission and enter contact information should they win. Prizes included KitchenAid mixers, kitchen makeovers, Calphalon cookware, Weber grills, and a year’s supply of our most popular products.
To encourage sharing and participation each week, we doubled the number of prizes being given away when a certain number of people accomplished the mini-mission. Real-time Facebook and Twitter updates let our fans know how close we were to our goal, sparking conversation and a sense of community among fans and further increasing the number of entries each week.
JUDGE’S NOTE: Unfortunately, this social campaign is no longer able to be viewed on Facebook. Therefore, for the purposes of judging, we have submitted a case study video that shows an overview of the social campaign.