MR. CHARLIE'S / Meat Your Maker
date. August 2024
BACKGROUND: Mr. Charlie's is a plant-based fast food restaurant dubbed "the vegan McDonald's." They're sarcastic disrupters who are here to redefine fast food.
PROBLEM: Many animal rights groups rely on scare tactics and graphic imagery to spread their message, but this often backfires. Instead of encouraging change, it can alienate people, even those who support animal rights.
INSIGHT: Studies show that humor and gamification can make difficult truths more digestible by reducing the emotional burden and making them easier to process.
BIG IDEA: We’ll partner with Tamagotchi, blending the typical tactics of animal rights organizations with Mr. Charlie’s signature dark humor and satire. This playful approach will both educate and entertain.
FUN FACT: While 66% of Americans support animal rights and believe animals should be protected from harm, only 5% of U.S. adults identify as vegetarian or vegan.
AD: Me
THE GAME
Create a special edition Mr. Charlie’s Tamagotchi-like game where people will raise a special Chicken or Cow character. They’ll name it, care for it and see it reach milestones. Just as it grows into a happy, healthy animal, they’ll be surprised when it’s time to send it to the slaughterhouse.
[Nobody would see their beloved digital cow or chicken sent to its death. It’s meant to be more of a Swiftian (Jonathan not Taylor) WTF moment.]
BAIT AND SWITCH
In order to reach a meat eating audience, we’d do a guerilla campaign to feature a promotion where participants can win a free steak dinner at a new steakhouse, “Chuck’s Steakhouse.”
Must be 18 or older to participate.
OOH
SOCIAL
A 24/7 Twitch livestream at a farm sanctuary featuring real chickens and cows, turning them into bona fide influencers and boosting viewer engagement. The stream lets audiences enjoy the animals, knowing they’ll live out their lives peacefully at the sanctuary.
Content will also be shared on TikTok for broader reach.
FOOD TRUCKS
Mr. Charlie's is hitting the road, bringing plant-based fast food to vegan food deserts across the Midwest with their food trucks. Fans can track down the trucks to discover and enjoy tasty, accessible vegan meals.
After completing their Tamagotchi-like game, players can trade in their device for ten free Frownie Meals at the trucks.
