There is a certain social media marketing strategy that can only be described as “wise”: sarcastic, brimming with attitude. It’s arguably best suited to Twitter, with its instant delivery.
Some consumer food companies use this approach, but it is more suitable for startups, especially in niche areas. They don’t get any more niche than the plant-based meat analog, and they don’t get any wiser than Vegan Fried Chick*n’s Twitter presence.
VFC is a similar meat company launched in late 2020 in the UK, whose products are now sold in other European countries and the United States. Their use of the asterisk in the name is the first hint of a somewhat, uh, irreverent attitude. The following comes with a visit their webpage, where you are presented with a title: “Thank you, Colonel. We’ll take it from here.
Then you get to their Page “The myths of the tramp”, where they pick up on some of the most misinformed tweets they’ve received. And it’s pretty hilarious.
A guy who calls himself “Marshal” said this: “A catfish was turned into a female with soy by scientists in June of this year…I would never touch a soy product!”
To which the folks at VFC replied: “[Y]We already eat a metric ton of soy every time you eat farm animals. That’s because most of the soy grown in the world is used for animal feed, and that, dear boy, goes into you. Have you noticed anything different lately? »
Another guy, “James,” remarked, “You’re all predators…predators eat prey…that’s how the universe is organized.” To which VFC replied: “We hate to break it to you James, but you are not a predator. You’re a guy pushing a cart through a grocery store.
The only gripe I had was with their response to a particularly dumb tweet: “But if we don’t kill them, their population will outgrow humans and we’ll be enslaved by chickens.” Is this what you want?”
The response reasonably pointed out, “Farmers don’t spend their time wearing camouflage netting sneaking up on chickens so they can slaughter them, bag them, and sell them to stores.” They raise them in commercial poultry houses for slaughter, and “[i]n return, they receive a large paycheck. Except I’d like to know how “big and big” many US poultry farmers view the payments they receive under contracts unfavorable to mega-processors.
But like I said, it’s a quibble. It will take something other than an appeal to virtue to relaunch the stagnant market for meat substitutes. Who knows, maybe sarcasm will do the trick.