The pitch
Against a backdrop of criticism of food manufacturers and changing behaviors, it’s sometimes difficult to be heard. Even when, like Charal, we advocate a preference for quality in line with the societal trend towards “less but better”.
The strategy
By launching MeatLab by Charal, an ecosystem of influence made up of studies, experts and debates on the issues driving our society and the way food and our relationship with beef are evolving, we have created a specialized transmitter on themes that the brand would not have been able to address on its own, without the help of third parties recognized by the media.
The results
From flexitarianism to food and gender, to the connected or paradoxical plate, MeatLab by Charal already has 7 editions to its name. A proprietary category advocacy initiative and media brand in its own right, it has generated over 200 articles and nearly €1.4 million in advertising equivalence since its inception.
