MullenLowe Romania is the agency behind the new image campaign for one of the most popular soy-based brands in Romania – Inedit, after winning the pitch organized by the brand. The new communication platform promotes a balanced lifestyle and encourages consumers to integrate plant-based products into their everyday meals.
The campaign’s concept is aiming to debunk some myths according to which adopting and maintaining a healthy lifestyle implies great effort and time. Through inspirational content, mainly developed in the form of tasty, easy-to-follow recipes, the campaign introduces a new concept – the flexitarians. A balanced mix between meat and plant-based products, a flexitarian person includes all types of products into his or her meals, all with moderation.