The question everyone wanted to know: Can a plant-based sandwich from Dunkin’ really taste good?

We tackled this head on, developing a 360 media, advertising & experiential roll-out plan that drove crave, credibility & purchase intent.

We signed on Snoop Dogg, the authority on all things plant-based, to give our sandwich his delicious (and expert) stamp of approval. Next, we wowed unsuspecting plant enthusiasts with a Farmer’s Market surprise taste-test to prove we could win over the veggie crowd. We leveraged both content pieces across social, digital video and linear TV.

Finally, we took to the road to get product in hands with experiential activations at major events including the BlogHer conference and the Food & Wine festival.

Results

• The launch of the Beyond Sausage Sandwich resulted in the highest average weekly sales for the sandwich category, blowing past forecast expectations.

• Consumer insights restaurant intercepts revealed Snoop Dogg content drove interest and trial in product.