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Strategy   Brand
Activation   Campaigns
Digitalisation   UI/UX

How Anew chose to beat the competition with a hot new take on "luncheon meat" 

Anew perspective
for plant-based meat

Brand-loyal consumers of luncheon meat aren’t looking for a replacement. So how could they command a share of the market?

We don’t claim to taste “like the real thing”. We claim to be different, fun, and bold.

That sound tasty.
How did the launch go?

That sounds tasty.
How did the launch go?

We successfully launched 3 flavours—Classic, Black Pepper, and BBQ—in Singapore, Malaysia, and Indonesia. If you visit the supermarket today, you’ll also find Golden Bridge's new plant-based ready-to-eat Rendang Meat and Butter Chicken on the shelves. And yes, they’ve got plans to launch more products and tap into more markets. Thanks to this project, the world can now enjoy a plant-based alternative to luncheon meat that isn’t just an substitute, but a completely new way to delight our palates.

We launched 3 flavours—Classic, Black Pepper and BBQ, successfully in Singapore, Malaysia, and Indonesia. If you visit the supermarket today, you’ll also find their newly launched ready-to-eat plant-based Rendang Meat and Butter Chicken on the shelves. And yes, they’ve got plans to launch more products and tap into more markets. Thanks to this project, the world can now enjoy a plant-based alternative to luncheon meat that isn’t just an alternative, but a completely new way to delight our palates.

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Can you tell us about the challenges faced in this project?

Sure. For many years, Golden Bridge has been a well-known cured meat brand in Singapore. We believe you must have seen its products in the supermarket. To push their brand into the growing market of flexitarian and vegetarian consumers, they have developed a plant-based luncheon meat.

Plant-based luncheon meat? Does it taste the same?

So that’s the challenging part. Plant-based luncheon meat isn’t the same as luncheon meat. They’re made from different ingredients altogether. In our focus groups, we found that customers who buy luncheon meat are often very brand loyal.

To them, the familiarity and taste of this comfort food means everything. And they’re rarely interested in exploring a healthier luncheon meat. You too must have your favourite choice?

I believe I do!

So how did Louken help them get noticed?

Why try to compete with Singapore’s favourites in flavour, when our flavour isn’t the same? Instead, we looked at a different group of consumers altogether: flexitarians who mainly eat plant-based food for health reasons but feel that they don’t usually taste good.

 

We want to be the delicious plant-based treat for them in their journey of eating healthier. We don’t claim to taste “like the real thing”. We claim to be different, and fun.

That's a clever insight. So how did you turn this into action?

We created a new brand, Anew, with a bold logo that matches the bold idea. It’s fun, it’s young, and it’s inviting. We used this approach to distance the plant-based product from Golden Bridge's traditional cured meat image, and this allowed us to enter a whole new space. Our promise with Anew? Whoever you are, Anew helps you see your favourite, irresistible food in a new light—healthier, enjoyable, convenient, and “mmm so delicious”.

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