How do you market vegetarianism to meat eaters?
- If you show meat eaters a shocking PETA video about the harsh reality of chicken, pork or beef factories, many will become defensive (or disgusted) and tune you out. There will be a low rate of conversion.
- If you use scare tactics (i.e. red meat rots in your stomach or a red meat diet causes cancer) some meat eaters will quickly point to contradictory studies or tune you out. There will be a low rate of conversion.
- If you share a delicious gnocchi recipe (which happens to be vegetarian), many meat eaters will try it. They may not become vegetarians after eating the dish, but they will learn that there are delicious non-meat alternatives to consider when planning meals. There will be a good conversion rate.
Often, people begin a vegetarian diet by gradually adding non-meat alternatives to their meals over time. Seldom do they cut meat out of their diet overnight. Understanding this, it would be prudent for vegetarian marketers to communicate the variety of delicious non-meat alternatives rather than the concept that meat is evil.
You might have better success asking someone to try something new rather than telling them to stop doing what they’ve been doing for a long time. Often, telling someone that they should change sides (or allegiances) will cause inaction or resentment. There is comfort and security in familiarity. Abrupt change is usually disconcerting for people.
The same is true for any product or service. Telling PC users that they are behind the technology curve rather than showcasing cool Mac applications or functionality will persuade some, but upset others. This my-way-or-your way approach to marketing risks building walls, rather than bridges, between you and your prospects.
I didn’t see the Quorn campaign, but love their products.
I agree that timing is really important if you are attempting to persuade people to try something new. Healthy food campaigns would be well positioned after the holidays, when everyone is feeling guilty for the amount of junk that they ate over the past month and looking, either consciously or subconsciously for a change in diet.
Couldn’t agree with this more! I found Quorns’ recent campaign in the UK to be really good.
Instead of the usual, what i call “preachy”, non meat facts which I will always instantly switch off from they went for the low fat angle, which is pretty relevant to most people in January.
The reason this stood out for me is because of the timing of the camapign. Always worth thinking ahead and seeing if there is a period in time when you think people may be more open to your campaigns messages as well as taking a different angle.