Gardein’s new consumer campaign encourages Angelenos to Cheat.

BIG launched an integrated marketing campaign throughout the greater Los Angeles area for the vegan consumer packaged foods brand Gardein, inviting people to reduce meat consumption, or rather “Cheat on Meat.” BIG plastered the “Cheat on Meat” message on the airways, out of home, in print, online and on the ground, directing consumers to a dedicated “cheat on meat” website at which visitors could download coupons, register for the “cheat and win” contest, submit meatless recipes and share personal “cheater” stories. Branded food carts and trucks designed to sample and sell hot and tasty Gardein favorites, patrolled LA’s most fashionable streets and set up shop outside of high volume Whole Foods Markets.