Challenge

Generate talkability about the new Cadbury Plant Bar during Veganuary.

The Work

Many people scrutinise or disregard vegan and plant based products without even trying them. We launched the Mean Tweetshop and posted actual mean tweets about vegan chocolate on their bars, then encouraged the public and influencers to eat their words, literally!

Impact

Driving 1.7B earned reach, the campaign generated buzz around Cadbury's new bars.