How v2food Became Australia’s No.1 Plant‑Based Protein Brand

v2food entered the Australian market as a new challenger in plant‑based protein, competing in a category often defined by niche appeal and restrictive dietary positioning. The challenge was to launch a brand capable of scaling fast, reaching beyond vegans and vegetarians to become a mainstream grocery choice.

Rather than framing v2 as meat‑free, we positioned it as food everyone could agree on.

The Taste‑a‑tarian

HERO’s Taste‑a‑tarian campaign reframed plant‑based protein not as an alternative, but as an inclusive default. One product that worked across mixed households, shared meals and real‑life eating occasions, regardless of who was at the table.

The campaign focused on broad usage occasions, showing v2 fitting seamlessly into everyday meals, snacks, special and seasonal moments, and outdoor gatherings. This flexibility allowed the brand to behave like a normal food brand, not a niche substitute, helping drive trial and repeat purchase at scale.

To build fast mental availability, Taste‑a‑tarian was delivered through an always‑on, high‑reach media approach, using broad audience targeting rather than narrow dietary segments.

Through the application of Ehrenberg-Bass first principlies, Distinctive Brand Assets were established through colour, language and product cues, while a test and learn approach allowed creative and media to be continually optimised in market.

v2food quickly reached number one in the Australian plant‑based meat category

Delivering record‑breaking week‑on‑week grocery sales during the campaign period and establishing the brand as a mainstream protein choice from day one.

Taste‑a‑tarian remains a benchmark for how new food brands can drive penetration fast, by prioritising reach, normalising usage occasions and making it easier for people to say yes at the shelf.