Branding and Launching the Brand That Redefined Meat

Context

Planted set out to revolutionize the meat aisle with a product that’s plant-based, high in protein, and radically simple. But to disrupt a category full of sameness, Planted needed to stand out from the pack. Quite literally.

Approach

Foundry built the brand from the ground up: positioning, corporate identity, packaging, launch communications, Social Media and the growth system around it. The goal was to make the brand as differentiated and disruptive as the product itself, then scale it across retail, digital, social, partnerships, OOH, POS and food service as demand accelerated.

Outcome

The result was a brand that hit the market with more demand than supply and quickly established itself as a category leader. Foundry helped Planted scale across Switzerland, Germany and beyond, build a strong online and retail presence, grow its social channels, and create the foundation for hypergrowth in Europe.

Four Languages, One Bold Voice

To ensure shelf appeal in a multilingual market, Foundry crafted rhyming headlines that worked in English, French, German, Italian, and Romansh—showing that creativity can travel across borders when it’s rooted in a strong brand idea.

Instant Recognition Through Consistency

From bold POS displays to branded food trucks and giveaways, we ensured every touchpoint at every retail store, festival, and sampling event was infused with the same playful confidence – making Planted easy to spot, wherever it showed up.

#TastyRevolution

With the launch of the Tasty Revolution, Foundry started the first large, cross-border brand campaign for Planted in Germany, Austria & Switzerland, and just in time for the market launch of the plant-based meat brand in France & UK.

See the whole launching campaign here

Pascal Bieri

Co-founder, Planted

"Demand was enormous, and the market was ripe. It's great to start the #TastyRevolution on home soil and now bring it to Germany."

24 hours

Sold Out on Launch

44 million

Earned Media Impressions

Countries

Branding and Launching the Brand That Redefined Meat

German Brand Award

Best of Best // Brand Impact of the Year // Brand Innovation

Four Languages, One Bold Voice

Instant Recognition Through Consistency

#TastyRevolution

Success stories. With proven results.