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Packaging Contents: Selling materials, campaign materials, and custom to-go plant-chicken containers
Packaging Substrate / Materials: Paper, string, magnetic gatefold
Printing Process: Offset printing Plants don’t hit. They won’t call you names. Nary a one has even raised its voice in anger. And yet, a lot of people find plants terrifying. We told them to get over it. Created with the input of 30,000 consumers, NUGGS are a plant-based chicken-nugget alternative with a bold voice in the Direct-to-Consumer world. The issue was how to translate that bravado into foodservice, where the restaurant’s brand gets dibs on tone. The Why Be Chicken campaign invited patrons to put on their brave pants and order the plant-based nugget, because.