One bite of Kellogg’s Incogmeato Burger

The plant-based category leader1 owned by Kellogg’s helped Denver and Dallas residents overcome their first-bite fears with samples of new Incogmeato Burgers brought right to their doors.

Homedelivered tasting

In-store sampling is all but gone, making it difficult for people to try before they buy. To solve this, Incogmeato is partnering exclusively with Postmates, a leader in enabling anyone to get nearly anything on-demand, to make taking that first bite easy by bringing free one-bite burgers straight to the doors of Dallas and Denver residents.

Incogmeato is an exciting new plant-based brand that looks, cooks and tastes just like meat .For one day only on Aug. 27, Denver and Dallas residents within the on-demand delivery radius could get a bite-sized and fully cooked and dressed Incogmeato Burger brought right to their door by Postmates. To take up Incogmeato on their challenge, hungry diners could visit Postmates.com or download Postmates app and find the Incogmeato “store” and order their free slider.  One free sample per order was available while supplies last. and included free delivery. In addition to the tasting residents also received a coupon to purchase Incogmeato Burger Patties at local retailers, including Walmart, Kroger, Safeway and Albertson’s.

Sixty percent of Americans want to eat more plant-based2 but hesitate due to fears it won’t taste as good as meat according to a Kellogg study by The Cambridge Group.  Incogmeato is here to reassure flexitarians that its line of plant-based burgers, brats, sausage and chik’n nuggets look, cook and taste just like the real thing. To make overcoming first bite fears easy, Incogmeato launched a national giveaway on Twitter, partnering with Postmates to bring bite-sized samples right to peoples’ doors.

Monocle, mustache and bowler hat

It started with Its first marketing campaign launched in early August on traditional mass-reach vehicles like TV and digital video, communicating a challenger mindset to express how meat alternatives can “look, cook and taste” like the real thing.

Then the MorningStar Farms brand took the campaign to social media by teaming with animal influencers @Prissy_Pig, @SammiChicken and @BuckleyTheHighlandCow. (The three total more than 800,000 Instagram followers.) These partners’ social accounts began mirroring the Incogmeato logo’s look of a monocle, mustache and bowler hat to show their support for “a meat brand they can finally get behind”.

The first phase of the effort associated the brand with summer barbecue meals, and now, it’s extending the messaging into the fall season as people think about back-to-school and cooking colder-weather meals like chili and spaghetti.

Kellogg’s invests heavily in MorningStar Farms and marketing activity, that’s why it is possible to stretch into nontraditional marketing channels like sampling integrations and influencer tie-ins. This initiative illustrates how brands including Incogmeato can adjust to new consumer habits during the coronavirus health crisis and reach their target groups effectively.