A "meaty" proposition
What We Did
The Work
The challenge:
Applegate’s new line of chef-inspired, organic meat and nutrient-dense vegetable pairings are for those seeking better, more balanced ways to integrate meat and veggies into their diets. Obtaining a platform name to advance their philosophy“good meat has a place at the table” and create a culinary experience, was key.
The new name:
WELL CARVED
by Applegate
Why it works:
This name speaks to clean, healthy and harmonious food philosophy that’s at once appealing, reassuring, experiential and inclusive.
Carved extends the notion of culinary freshness and expertise across meat and veggies, and suggests quality, kitchen crafted food.
Well speaks to wellness, elevated choice, and satisfaction.
Together they tee up a novel, yet accessible, story the brand is keen to tell and audiences are keen to learn about.
Owler Hook:
Americans’ view on meat and its role in diet is rapidly changing, but the conversation all too often gets politicized. Well Carved, by Applegate promises a balanced approach to food that avoids false choices, so you can be pro-animal, eco-conscious or pro-health without having to swear off meat or swear to plant processed foods.
