Balanced meals for a balanced lifestyle

A healthier approach to day-to-day food choices was a trending topic both in traditional media and social media.

Inedit, a plant-based food company, offering all sorts of products made of soybeans, needed to take advantage of this trend, and gain some awareness in the race to become the number one choice for healthy alternatives to the typical Romanian meat and fast-food packed menu.

But we needed to do more than just gain awareness. We also had to step away from this preconceived idea that our brand is simply a good choice during holiday fasting periods, such as Easter and Christmas. So, we decided to look for a bold, fresh approach that could get the attention of a younger, more educated target audience.

The flexitarian lifestyle

Our idea was to associate our products with an established lifestyle, but relatively new to our country: the flexitarian lifestyle. Although it sounds fancy and complicated, it actually refers to a more balanced menu in which plant-based dishes are consumed more often.

As we knew the terminology will turn some heads, we decided to play on the fact that most people will wonder what it means and designed a full campaign that uses humor to showcase funny misconceptions of what becoming a flexitarian might mean.