Foundry launches flavor revolution for Planted

With the ETH Zurich spin-off Planted, Lukas Böni, Pascal Bieri, Eric Stirnemann and Christoph Jenny have invented a pea-based vegetable chicken that has been available in hundreds of Coop and Migros stores since the beginning of 2020.

The demand was great from day one, and the new production facilities on the Maggi site in Kemptthal have been running at full speed since the fall. So it was time for Planted to start a "#TastyRevolution" and make it clear to consumers why - for example - "Hungry for change" is a good thing, "No chicken. No cry." makes a lot of sense, and why it's also extremely important to actively show your colors. Planted's design spectrum therefore ranges from light orange to light green, so there is something for everyone.

In the #TastyRevolution launch film, a horde of happy chickens roams through Berlin, Zurich, Bern and Freiburg. The #TastyRevolution song was composed especially for this purpose, arranged and produced by Alexander Kirschner.

In addition, various short versions of the film, calls on social media, a major market launch campaign at Edeka Südwest, a newsletter, a food truck, several interview films, and local poster campaigns at Coop stores will ensure that the flame of the revolution is kept high and finds its way into people's hearts and cooking pots as quickly as possible. A giant banner was also unfurled at the new Planted headquarters in Kemptthal.

The digital agency Milk has developed the website Tastetochange.com where interested parties can find out more about the TastyRevolution.