drag me
drag me
THE CHALLENGE
Garden Gourmet, Nestlé’s latest plant-based food brand, wanted to grow awareness and consideration in a market dominated by meat-eating football fans. As the new and only official plant-based partner of Manchester City, the brand needed to connect with a passionate, diverse audience and tempt them to try their food on match days.
THE INSIGHT
City fans may have different backgrounds, rituals, and loyalties – but on game day and at half-time, they only want one thing: Good food. And a pint, so maybe two things. But anyway we Garden Gourmet genuinely tastes really good, so we realised plant-based doesn't need to mean compromise. Garden Gourmet tastes great, no matter what kind of 'Tarian' you are.
THE EXECUTION
The campaign came to life through a bright, playful creative balancing the energy of the Etihad Stadium with the vibrancy of Garden Gourmet’s visual identity. Starring Manchester City fans and players enjoying Garden Gourmet burgers, the creative showed the universal love of good taste – from pitch to plate. Outdoor stadium screens, digital banners, and match-day activations all carried the same message: Get stuck in to a meat-free match winner.
THE CRAFT
Every line was written to sound like it belonged in the language of football. The chants, the banter, the half-time punditry. We wanted to make Garden Gourmet feel like part of the match day soundtrack and experience. Deliberately upbeat and inclusive – confident, not evangelical. We used football idioms, witty double meanings and everyday fan language to make meat-free feel mainstream. And they got stuck in!
