WHAT THEY NEEDED
The founder of New Age Eats, Brian Spears, created his alternative meat company with a big goal: ending the slaughter of pigs. It’s right-minded in many ways–the humane treatment of animals, the reduction of the environmental toll of commercial meat production, food supply sustainability–but it would be wrong-headed to lead with it. Pig slaughter is not an appetizing thought. Telling their product story also had its challenges: a plant-based sausage (healthy but polarizing) infused with lab-grown pork (humane but huh?). We had to find a way to entice, endear, and educate grocery shoppers without pontificating to them.
