Change the world. Bite by bite.
This hot dog, produced for Pressbyrån in collaboration with Peas of Heaven, goes seamlessly from 100% meat to 100% plant-based.
The first bite is entirely meat, with the change unfolding in the second bite. By the third bite, you’re halfway through the transition, and by the fourth, you’re nearly there. The last bite, including the casing, is entirely plant-based.
Despite having an almost non-existent media budget, 'The Transition Hot Dog' managed to:
• Association with Sustainability for Pressbyrån: +10 percentage points or 22% higher among those who saw the advertisement compared to those who did not.
• Association with Innovation for Pressbyrån: +11 percentage points or 22% higher among those who observed the advertisement compared to those who didn't.
• Price Premium for Pressbyrån: +18 percentage points or 45% higher among those who observed the advertisement compared to those who didn't.
• Motivation to shop at Pressbyrån: Increased by 15 percentage points, making it 32% higher among those who observed the advertisement compared to those who didn't.