Skip to content
Cases / The Vegetarian Butcher
UGC
Can a burger without chicken crunch like a chicken burger? Two Belgian creators took on that question for The Vegetarian Butcher, in TikTok ads for its new Crispy Chic Burger.
Results
14M
Video views on TikTok
1.23M
People reached
38k
Clicks
Creators
2 creators
The campaign manager
Launching a new burger in Belgium is one thing, getting chicken lovers to try a plant-based one is another. Taste is one of the main reasons people leave plant-based meat on the shelf, so The Vegetarian Butcher wanted the Crispy Chic Burger, with its crispy coating and the bite of a chicken burger, to win them over on looks and flavour. And because the videos would run as TikTok ads, they needed to feel like TikTok.
The first bite went to Shauni Van Impe’s parents, and nobody told them what was on the plate. Shauni cooked the Crispy Chic Burger for her mum and dad, waited until both had tasted it and only said the word “vegetarian” after her mum had declared it very good. Every creator came to us with three video ideas. In another video, Justin Petit took his French-speaking followers along to the supermarket, picked up the pack in the plant-based aisle and turned it into a lunch burger at his flat-share. Two very different kitchens, and the same verdict at the end: it is simply good. Taste first, labels later.
@shaunivanimpeA secret taste test for mum and dad
@justin__petitFrom the supermarket to lunch
For brands
For creators
The Ultimate Influencer Marketing Playbook is here!
9 years of influencer marketing experience, distilled into one 65-page playbook, from strategy to reporting.
