Spar's new Veggie products have an interesting twist. It's a vegetarian line, targeting non-vegetarians. When the lovely Gwyneth Paltrow, who is not a vegetarian, but likes veggie, tells you that, you might as well think, hmm, she might be right. Why should I be a vegetarian to eat a meatless meal? I like my vegetables, so eating vegetarian on few occasions actually isn't such a bad idea. Which is fucking genius. Spar just made their potential client pool 20x bigger than it was, and their original target group probably doesn't mind it at all. There's a chance they will actually feel proud that meat-eaters will be copying their lifestyle.
"I'm not a vegetarian, but I like veggie." Why haven't I thought of that?
I love to comment on simple and effective campaigns like this, even though I'm not a marketing expert. That's why I'm not sure if this type of approach has been used before or if it even has its own name from the Mad Men times. Anyways, I think it's brilliant, and I will definitely be thinking about how to use it in other scenarios. Taking a minor group with specific requirements, creating a product for them, and then selling it to a larger group with the "why not" approach. Infinite possibilities, while the one presented probably has the most potential of them all. Well played, Spar, well played.
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