Lightlife Foods, a creator of plant-based foods for health-conscious consumers, tapped NAIL Communications to create a digital and social media campaign about adding plant protein to consumers' diets.
This is a latest CPG win for the agency, which includes the Popcorn Indiana account and the launch Petite Creme for Stonyfield. "Vegetarians only account for 6 percent of the US population, so instead
of focusing on this small segment, we'll essentially target people who eat food," said Jeremy Crisp, NAIL Communications. "Starting with social media, we'll build an awareness for the brand,
especially for those of us who strive to go meatless at least once a week, maybe more." Lightlife Foods spent $1.5 million on measured media in 2013, according to Kantar Media.