Wholesome & Hearty Foods Company: Eating Good Just Got Great campaign

Mariko Fujinaka

Meatless food company Gardenburger Inc’s Eating Good Just Got Great campaign was to expand its market beyond traditional vegetarian consumers (less than 2% population).

Wholesome & Hearty Foods Company: Eating Good Just Got Great campaign

Mariko Fujinaka

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Gardenburger Inc. changed its name to Wholesome & Hearty Foods. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.

Gardenburger, Inc., a manufacturer and distributor of meatless food products, launched its first television advertising campaign in 1998 and took a heady gamble by investing approximately $1.5 million, a sizable portion of Gardenburger's...

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