Global warming is a pressing issue that many individuals feel overwhelmed by, wondering if their everyday actions can truly make a difference. However, a startup called Plonts has found a way to inject humor into the weighty subject by hiring actress-comedian Kate Berlant to lead its marketing campaign. The 60-second spot, created by Easy Pete’s creative studio, takes a surreal and twisted approach to the Sisyphean myth, challenging traditional ad norms in the plant-based category.
The ad features Berlant as a stand-in for the all-powerful Zeus, overseeing Sisyphus as he pushes a massive wheel of Plonts cheese up a mountain, symbolizing the futility in believing that adopting a plant-based diet will save the planet. The team used old-school techniques like miniatures and models, along with animation from Blinkink, to illustrate the message of „melting cheese for a melting planet.“
Plonts decided to take a different approach from the typical pastoral imagery often seen in plant-based ads, as their brand is made from soybeans and microbes through a fermentation process. The target audience for Plonts is young, urban, early adopters, flexitarians, and foodies, so the team felt that a comedic angle would resonate more with this demographic.
The decision to use humor in their marketing campaign was a strategic move for Plonts, as it sets them apart in a crowded market of plant-based food brands. With competitors like Beyond Meat, Follow Your Heart, and Miyoko’s, standing out is crucial for a new brand like Plonts. By taking a lighthearted approach to serious topics like sustainability and climate change, Plonts hopes to engage consumers in a more relatable way.
In addition to the video ad, Plonts is launching experiential activations in New York and San Francisco, with brand ambassadors dressed in togas pushing oversized wheels of cheese through high-traffic areas. Paid social media buys will continue the humor, with different themes inspired by current events like the U.S. presidential election.
Kate Berlant, who helped shape the creative for the campaign, will continue to collaborate with Plonts on a business level. The startup, which raised $12 million in venture capital, plans to follow the model of Impossible Foods by debuting its product in hip restaurants before expanding to fast-casual and fast-food chains, and eventually grocery stores.
Overall, Plonts‘ approach to using humor in their marketing campaign is a refreshing take on the serious issue of global warming and sustainability. By engaging consumers in a more light-hearted manner, they hope to make a lasting impact in the plant-based food industry and inspire others to consider the environmental impact of their food choices.