Hooray Foods: Launching Vegan Bacon During a Pandemic.
Client
Hooray Foods
Service
Product Launch & Brand Tone
Industry
Food & Beverage
Impact
494.5M+ Consumer Impressions
"Looks, cooks, and tastes like the real thing - introduced with a personality as bold and memorable as the product itself."
The Challenge
Launching a new food brand is never easy. Launching one during the height of the pandemic - on World Vegan Day, when every plant-based brand was competing for attention - made it even more challenging. Hooray Foods needed to rise above the noise and introduce consumers to a completely new take on one of America's most iconic foods: bacon.
The Opportunity
Consumer demand for plant-based foods was accelerating, and shoppers were looking beyond burgers to complete their favorite meals with authentic meat alternatives. Hooray Foods had developed a plant-based bacon that looked, cooked, and tasted like traditional bacon. The opportunity was to introduce the brand with a personality as bold and memorable as the product itself.
Our Strategic Thinking
Rather than compete on product claims alone, ADIN built a launch campaign around culture, conversation, and community. The strategy was to create a fun, energetic brand voice that celebrated everything consumers love about bacon - without compromising their plant-based lifestyle. When in-person events became impossible, we transformed the launch into an engaging virtual experience that brought media and influencers together from wherever they were.
Execution
ADIN developed and executed a fully integrated virtual launch campaign: a virtual brunch launch event with curated sampling kits delivered to attendees; national media relations targeting food, lifestyle, and consumer outlets; product storytelling highlighting Hooray Foods' innovative approach to plant-based bacon; a panel featuring a vegan chef, food scientist, plant-based café owner, vegan influencer, and pig sanctuary representative; and branded "Brunch Boxes" that let guests experience the product together in real time despite being physically apart. The campaign generated engaging conversations around taste, sustainability, innovation, and the future of plant-based eating.
The Outcome
The launch generated significant national awareness for a new entrant in one of the food industry's most competitive categories - earning 186 placements and 494.5M+ consumer impressions over four months. Creating buzz at a time when the plant-based meat category was soaring helped Hooray Foods drive strong consumer demand.
Why It Mattered
The campaign helped establish Hooray Foods as a standout challenger brand during one of the fastest-growing periods for plant-based foods. Beyond media coverage, the launch created the momentum needed to support retail expansion, strengthen consumer awareness, and build visibility ahead of the company's next round of fundraising.
Go-to-market strategy, brand voice, a fully virtual brunch launch, and earned media for a category-defining product.
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