Working with Upfield: How we drove petition signatures against legislation that would have imposed unfair restrictions on plant-based products
Faced with the proposed introduction in the European Parliament of Amendment 171 which would have imposed restrictions on plant-based product manufacturers, the EU Plant-Based Alliance needed some help. We worked with Upfield to drive signatures on their petitions in 6 markets across the European Union.
The approach?
The proposed amendment would have restricted plant-based producers in the European Union. They would have become unable to display allergen information, sell their products in cartons, and more.
To drive audiences to a petition signature page, we started by auditing existing assets to devise a strategy to test and optimise multiple ads for it.
We created multi-variant ads and explored the triggers that drove the most participation across France, Germany, the Netherlands, Poland, Portugal and Spain.
Here are more details about our work:
The result?
Our ads drove an impressive 6.44% Click-Through Rate that led to petitions being signed across each target market.
We optimised the ads in-flight to ensure continued engagement, learning from those messages that got the most response every time.
In May 2021, the European Parliament withdrew Amendment 171 as a result of the significant resistance displayed by plant-based producers and by the consumers.
And our insights showing CTR drivers and effective message triggers can be used in future Upfield campaigns.