Tony the T-Rex Gets a Taste for Plant-Based Nuggets in First Pride Campaign

The global plant-based food market is currently worth 44.2 billion U.S. dollars, and is expected to rise to 77.8 billion U.S. dollars by 2025.

There are a variety of plant-based foods on the market, but there is still some caution around some plant-based products. First Pride are launching a regional multi-channel awareness campaign - which includes TV, radio and OOH - with the message that their plant-based foods are satisfyingly meaty, surprisingly plant.

Created by UltraSuperNew Singapore, ‘NuggetVerse’ introduces us to Tony the T-Rex who was created because it’s the definitive, most well-known carnivore that ever existed. Beyond leveraging its size and reputation, it shows the mind-changing experience from the first bite of First Pride plant-based products - symbolising how those averse to plant-based will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too. 

Pimphika Rungarpajaratkul, APAC brand manager, FIRST PRIDE added: “The real barrier of the plant-based category is taste and texture, causing anyone who enters the category to lapse. We work with a goal to break the stereotype of plant-based, and innovate our products from a unique substrate made from wheat, soy and citrus fibre for a meat-like texture together with 3-step coating innovation to ensure maximum crispiness. We’re extremely confident in our product. So what’s left is a great marketing campaign. UltraSuperNew was able to deliver an attractive, exciting and relevant creative communication platform – even better than we were expecting.” 

Edric Cheong, senior copywriter at UltraSuperNew says: “It's rare to work on something that is revolutionary as plant-based nuggets, especially with partners who understand the value of creativity, and an actor of Tony’s calibre.”

‘NuggetVerse’ is currently running across FTA TV and radio channels in English and Mandarin, on OOH media, and across digital and social channels in Singapore and Malaysia. The campaign will run until 31 December, with media handled by IPG Thailand (UM).

Future brand plans include entry into the Korea and Taiwan markets.