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  1. t

  2. 65%

  3. We’re on a mission.

  4. We’re on a mission. /To tell a bigger, bolder story. Simply. /

  5. We’re on a mission. /To lead our category. Passionately but humbly. /

  6. We’re on a mission. /To defend a lifestyle. Fairly. /

  7. We’re on a mission. /To make eating more veg feel right.For everyone. /

  8. Culture Category Consumer Brand

  9. Culture 65% of consumers plan to eat less meat, and while their motivations vary, their solution is the same. Category Consumer Brand

  10. Culture 65% of consumers plan to eat less meat, and while their motivations vary, their solution is the same. Category Our competitors, through pricing, distribution and ideology, make going veg a more complicated, and elitist, choice than it needs to be. Consumer Brand

  11. Culture 65% of consumers plan to eat less meat, and while their motivations vary, their solution is the same. Category Our competitors, through pricing, distribution and ideology, make going veg a more complicated, and elitist, choice than it needs to be. Consumer People want to eat more veg, but don’t know how. And eating this way still feels niche and weird. Brand

  12. Culture 65% of consumers plan to eat less meat, and while their motivations vary, their solution is the same. Category Our competitors, through pricing, distribution and ideology, make going veg a more complicated, and elitist, choice than it needs to be. Consumer People want to eat more veg, but don’t know how. And eating this way still feels niche and weird. Brand Only MSF has the might and authority to stand up for the category they lead and created. But people don’t see them as part of the solution.

  13. Why go veg?

  14. Why go veg? ethics

  15. Why go veg? ethics

  16. Why go veg? ethics sustainability

  17. 51%

  18. ” Today’s food supply is more a cause than a victim of climate change. / UN, World Bank and IFC report/

  19. Why go veg? ethics sustainability

  20. Why go veg? ethics sustainability health

  21. ” Eating just two additional servings of fruits and vegetables a day can reduce the risk of heart disease, stroke and most cancers by as much as 20%. / Harvard School of Public Health /

  22. ” Most Americans are eating twice the amount of protein necessary, / USDA and DRI/

  23. ” none of which can be stored in the body. / USDA and DRI/

  24. Why go veg? ethics sustainability health cost

  25. Why go veg? ethics sustainability health cost

  26. Why go veg? ethics Many healthy intentions. sustainability health cost

  27. Why go veg? ethics Many healthy intentions. One delicious decision. sustainability health cost

  28. Why go veg?

  29. Why go veg? we

  30. Why go veg? we don’t

  31. Why go veg? we don’t care

  32. Want to save the planet?

  33. We’re here for you.

  34. Cutting cholesterol?

  35. Look no further.

  36. Tired of that cute vegan at the coffee shop calling you a facistbloodmouth?

  37. We got you homie.

  38. Hardcore steak-and-potatoes carnivore?

  39. Still here for you if you ever need us.

  40. Champions of a more veg-full life.

  41. Champions of a more veg-full life. For all.

  42. ” Eat food. Not too much. Mostly plants. / Michael Pollan /

  43. Why should they believe us?