Using the abbreviation SWOP, Sausages Without Pork, this is the story of a family run business in North Carolina, taking a bite out of the ever growing flexitarian market, developing a new brand to cater to the appetite for plant-based sausages. 
Central to the purpose-driven strategy is the brand idea to “SWOP to flexy” encouraging the consumer to purchase the product to “do their bit” in a new meat-free mobilisation. A bold and vibrant creative direction was inspired by the colours from the vegetables, developing into characterful illustrations and topped off with a encouraging and humorous tone of voice.
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