A&P were delighted to win a website pitch for new plant-based brand Plot9, aimed at the ever-growing flexitarian market. In their own words, Plot9 launched in a bid to combat blandness and offer something different to meat-based substitutes they felt were saturating supermarket shelves. Plot9’s pledge to veg includes a promise to deliver products with no nonsense, no vanilla and last but by no means least – no compromise.
The market
Plant based alternatives are becoming a fast-growing market which shows no sign of slowing. This has been reflected in supermarket ranges who are consistently increasing the visibility for vegan products.
In 2021, over 500k people pledged to try the vegan diet, double the number in 2019. With the on-going pandemic people are increasingly considering and rethinking their lifestyle, in fact and since the first UK lockdown 1/5 of the nation is now eating less meat.
The audience over index online allowing companies to view and navigate consumer behaviour by creating reports on users online viewing habits, meaning it’s easy for us to find them! Using this tool ASDA reported 175% increase in vegan searches in 2020. (Statistics sourced: IGD Veganuary UK 2021)
In a bid to capitalise on this growing trend, the brand debuted with three new vegan ready meals on 23rd August. The mealpots are available from Morrisons and McColl’s and are due to launch into more retailers very soon.
smoky chipotle bean chilli with long grain rice (plot9.com)
thai-style chickpea curry with aromatic rice (plot9.com)
rich lentil Bolognese with wholewheat pasta (plot9.com)
More on Plot9 available at Our Pledge To Veg (plot9.com)
Where did A&P come in?
Much like their products, Plot9 wanted a website which stood out from the crowd. The new site needed to embody the brand’s personality, leverage the vibrant and colourful assets and tell users where to try and buy.
Features include;
- A where to buy store finder – simply type in your post code and find your nearest store with stock
- Links to buy online – users can purchase directly from Morrisons
- Integration with Plot9’s social feed – sharing posts in real time
With more tools and features to follow for the brand’s big launch during World Vegan Month in November. Watch this space!
If a new website or website refresh is on your mind, get in touch today.