Seitan Worshippers

Case

Throughout the years Other has created multiple effective campaigns for Kotipizza utilizing both TV and Online activations. Kotipizza is the largest pizza restaurant chain in the Nordic countries, boasting 270 restaurants and 260 franchisees. Kotipizza was selected as the most sustainable brand within the fast-food industry according to Finnish consumers (Sustainable Brand Index 2019)

Kotipizza wants to be the most responsible restaurant chain and is committed to making the pizza world a little better for pizza. This time together with Kotipizza we wanted to put their mission into concrete action!

We all hate greenwashing. Greenwashing in marketing is talking the talk but not walking the walk. Together with cartoonist Jp Ahonen ((behind sensationally popular heavy metal webcomic Belzebubs), we wanted to create something truly different.

Seitan is here!

Meat and dairy account for around 14.5 % of global greenhouse gas emissions, according to the UN’s Food and Agricultural Organization.
Seitan becomes surprisingly similar to the look and texture of meat when it’s cooked, making it a popular meat substitute for vegetarians and vegans.

Strategy

Sell & share seitan!
We wanted to introduce Seitan roll to the meat-eating masses as a simple and tasty alternative everyone can enjoy and grab easily. Our selected target audience was urban 18—44-year-old active in digital media users and online shoppers.

We wanted to offer the “no bullshit approach” which is simple and fun
— Share Seitan on social media, we wanted people fully engaged and be aware seitan is here. — Bite Seitan and simply try out Seitan Roll for the first time.