CASPER CHRISTENSEN & SIMPLE FEAST
The team of Simple Feast and CEO, Jakob Jonck, wanted to use their skill set to advance a movement around the world. They understood that real change towards sustainability would only happen when the new alternative is far better than the old. They wanted to make it easier for people to take responsibility for our planet and wanted to create a solution for people to do that. This resulted in Simple Feast offering delivery of weekly boxes of ready-to-eat meals, straight to people’s doorstep.
In 2017 Casper Christensen changed his lifestyle and became vegan. He wanted to live a healthier life and at the same time do something for the environment. f Sports Group came up with the ambassador idea and when they presented it for Casper Christensen the answer was YES with no hesitation!
Casper Christensen on the partnership:
”For me, sustainability and green solutions have become a matter of the heart. I’ve decided to only invest in projects that have that as a main priority too. The mission Simple Feast is on, completely aligns with the change that I have made in my life, and that is why I have invested in the company. A little over a year ago I moved to the countryside, stopped eating meat and basically all non-plant-based food, and sold my shares in the nightclubs in Copenhagen. It takes courage to handle the situation about the climate crisis with humor in the way that Simple Feast has done it and I can’t wait to contribute to their work with the same humoristic approach, something that I’m especially good at.”
When Casper Christensen went public with his new way of living, many people had very different opinions on that subject. He received many positive comments, but also many negative. Simple Feast and Casper Christensen, saw that this attention he was getting could be used for a different purpose. And that was how the campaign called “Hungry for Change” came to life.
The commercial involved Casper Christensen sitting at a table and eating his plant-based food. And then the real comments he was given regarding him going vegan were popping up on the screen. First the positive and then the negative comments. The commercial ended with the text Hungry for Change. This message was to challenge people and how people react to change, also when it comes to their eating habits.
The campaign ran across TV, on social media, outdoor and print. It reached far beyond classic media formats; generating 35 million DKK worth in earned media, and increased site visits by 300%.
This is a perfect example on how a brand ambassador, when the match is right, can create a massive reach beyond the normal.
