MOR meatballs, burgers, mince and sausages are different—they’re neither pure meat nor pure veggie. The range has an unusual proposition—50% meat and 50% vegetables—and they needed to be launched to market. Pass the brioche, we got this…

The product was an unusual proposition to launch into the market. We aimed to show that these products were the best way to keep meat in your diet, and also keep the balance for a healthier diet. They give that comforting, decadent satisfaction of a meaty treat, yet they also give a big hit of veggie goodness – 50/50 is a gentler introduction for meat lovers to the wonderful world of veg.

We aimed to show that these products were the best way to keep meat in your diet, and also keep the balance for a healthier diet. They give that comforting, decadent satisfaction of a meaty treat, yet they also give a big hit of goodness. They’re our gateway food to good living.

The brief required us to create both the proposition and visual brand expression along with product and lifestyle imagery to make it mouth-watering. Rather than thinking about these things in isolation, we looked to show a healthy, mouth-watering serving suggestion on the pack.

The pack was always going to be the most obvious (and challenging) place for these things to come together and make sense to the customer. Pack design was explored in multiple directions, with the clear vision to ensure they were distinguishable from both pure meat and pure veg products.

Full food styling direction was done, which led to a day of shooting serves for the pack concepts and mor-ish lifestyle shots to use across a set of comms to promote them.

A bold pack that stands loud and proud on supermarket shelves and deliciously extols the virtues of the product. MOR secured listings in some of the UKs best supermarkets, and offered a healthier choice to carnivores.