Oumph!: using taste-based marketing to attract flexitarian consumers

(1 min read)

Founded in Sweden, Oumph! is a plant-based meat brand that is steadily powering up the sector. They are one of many vegan brands helping to change consumer perceptions of what ‘meatless meat’ is, having launched an array of plant-powered ‘meaty’ products in line with clever taste-based marketing tactics.

Throughout this case study, we will be profiling Oumph! to demonstrate how their effective use of taste-based marketing helps to drive their product sales.

You will learn how to:

• take advantage of consumers’ needs for indulgent experiences similar to those they already know by utilising taste-inciting language in your messaging and branding

• reach new consumers through partnering with chefs and food-service businesses

• build and appeal to a large audience through influencer collaborations

• raise your profile and lower the consumer purchase barrier through the use of food-trucks, pop-ups, and freebies.