Sir Kensington’s Vegan AF* Campaign
How can insights from a previous campaign be applied and extended into a new medium?
Client: Sir Kensington’s
Studio: In House
Role: Lead Designer
Inspired by the end-of-year brand campaign, Sir Kensington’s wanted to continue testing new media. This time, we wanted to test the success of a custom influencer mailer box and whether or not it was successful at deepening education and consideration around Fabanaise, our vegan mayo.
Sir Kensington’s Fabanaise has historically proven its challenges in marketing—Sir Kensington’s has low brand awareness, and awareness of Fabanaise as a product is even lower. It is also a difficult product to educate around. Fabanaise is made with aquafaba, an egg replacement made after boiling chickpeas in water. It’s the brine itself, it does not contain chickpeas, and it has to be refrigerated.