The Ask—BE CRITICAL OF brand strategy through a new perspective.

The insight
Meat-eating is attached to masculinity. To tap into a market of masculine “meat-eaters”, plant-based meat alternative brands have begun to compete in a way that normal meat can’t: emphasizing the death of animals.

The idea
I coined a term called the “overt referent”, which places the consumption, characteristics, and consent of animals at the focus of selling plant-based meat alternatives.