NotCo: Australian Brand Launch

The Brief

Plant-based food start-up, NotCo - had taken Latin American and the USA by storm. Now they were turning their attention to Australia. They wanted to launch their brand in market creating mass hype and awareness, in an already saturated product category but with a difference. Backed by AI technology (a.k.a Giuseppe), their products tasted just like the real thing... but NOT.  

The Strategy 

Establish NotCo as Australia’s leading cross category food brand, changing our food system, our health and our environment for the better.

Position NotCo as a highly regarded cult brand, building early consideration and awareness ahead of the major product launch in Australian supermarkets. 

Barriers to market

With a client new to the Australian market, they were hesitant to build a stand-alone online AU presence, meaning any activity would be served from the US page. This presented a barrier when it came to forming the online Aussie personality for the brand. 

The Idea

At its core NotCo is a challenger brand with a bold and playful aesthetic. We used this to our advantage to prime the market ahead of products dropping creating a series of online videos to tease the product range. 

We also partnered with Anna Polyviou to become the brand ambassador, developing a number of NotCo recipes and host a brand launch event to give our audience their first taste of these plant-based foods, but not as they know it.