We all need to eat more legumes. For our own health and for the sake of the environment. The Danish Consumer Council and national grocery stores asked us to motivate Danes to join the legumes movement. The insights were clear: We know we have to do it. We want to. We just lack a bit of inspiration.
But instead of adding to the sea of online recipes, we took a more focused route: make it easy. Our idea? Give people just ONE new recipe – one that’s so good it becomes part of their regular rotation. The result? The Bean Burrito – your new everyday classic, ready to be discovered in-store (and on screen).
RESULTS
39% Awareness
75% Linking
70% felt motivated to use legumes in their cooking
CPV at only 0,07 kr. and VTR at 70%
And the campaign got national attention with more than 70 articles and mentions in different media.
