allplants
Making plant-based feel like a craving, not a compromise
allplants is a plant-based food brand on a mission to help everyone eat more plants. Because the more plant-based plates, the better for the planet.
The challenge was to make plant-based eating feel joyful, mainstream and worth paying for in a category full of restriction, guilt and beige freezer food.
Role Head of Creative and Content
Scope Brand strategy | Creative direction | 360 Campaigns | Content creation | Social | SEO
Partners Growth | Product | Food development | Agencies | Exec
Highlights Team growth | Brand evolution | Planted blog | 10x organic traffic | 16x search growth | Hiding in the Lidl carpark eating my morning croissant
Brand positioning
The allplants customer was never primarily vegan. They were curious, values-led, busy, hungry and imperfect.
So we moved away from purity and built the brand on progress: applauding effort, embracing failure and poking gentle fun at vegan stereotypes from the inside. In other words: We’re all plants, but you don’t have to be.
This shaped campaign work across TV, social, performance and experiential; including two TVCs with SNAP LDN, Confession Sessions on Instagram, and a Break Your Resolution Day activation.
Relatable TVC for Veganuary
Credits: SNAP LDN
Turning organic social ‘Confession Sessions’ into recipe content
Turning top performing editorial into YouTube content to boost organic reach
Veganuary ‘Break your resolutions day’ activation
Brand evolution
When I joined, the brand guidelines were a few lines in a spreadsheet.
We made practical, zero budget internal improvements first, then later worked with Pearlfisher to develop a fuller brand world: more colour, more appetite, more joy. We evolved the photography and packaging in-house too; making allplants feel more like a choice people could name: “Let’s have an allplants tonight.”
BTL Examples
Before I joined
Before
Sample menu listing – Chana Bowl – Before
Sample menu listing – Chana Bowl – Before
Before I joined
Before I joined
Internal reset
Shop and menu photography
Photography
Internal reset
Social
After
Packaging
Internal reset
Post rebrand
Post rebrand
Post rebrand
Organic growth
Planted became our brand-building editorial platform aimed at boosting organic traffic and extending our community.
I wrote the content strategy, hired and trained writers, partnered with Growth, Product and Engineering, and helped rebuild the blog around search, lead capture and editorial journeys.
Over 18 months, we 10x organic traffic, with organic search growing by 16x.
Identity
Structuring the site
Newsletter welcome flow
Content series: How to replace meat in everything
Content series: Veg and two veg
Planning
