The first meatball made from the DNA of the long-extinct Woolly Mammoth, the campaign aims to spark conversations about the future of food. Global audiences are intrigued by the idea, and the campaign has achieved a media reach of over 12.8 billion and 3,200 press mentions in the first two weeks since launch, with extensive media coverage from the BBC, The Telegraph, Sky News, UK Guardian, The Independent, The Wall Street Journal, New York Post, Good Morning Britain and America’s Late Show with Stephen Colbert, amongst many others.
Danone, accelerating new marketing at scale copy
The woolly mammoth is back to raise questions about the future of food
Cliente
- Danone
Oficina
- Spain
Wunderman Thompson has captured the world’s attention with the launch of the ‘Mammoth Meatball’.
Challenge
With 28-30% of global greenhouse gases generated by food production, according to the New York Times, and a growing global population approaching 9 billion, we will need to produce as much food in the next 40 years as we did in the last 8,000, says the World Economic Forum. In a report by Chatham House for the UN documenting how our global food system is a primary driver of biodiversity loss, it is estimated that 86% of the 28,000 species at threat of extinction have agriculture listed as a potential contributing factor.
A life cycle assessment (LCA) and techno-economic assessment (TEA) conducted by CE Delft on behalf of the Good Food Institute, modelled a large-scale cultured meat production facility in the year 2030. It shows that cultured meat could have a lower carbon footprint and reduced overall environmental impacts, as well as being cost-competitive with conventional meat. As cultured meat production becomes more efficient beyond 2030 due to economies of scale, further cost decreases and environmental impact reductions are expected.
As Australia's first cultured meat company, Vow is committed to creating food that is not only more sustainable but also more delicious and nutritious. Unlike most other cultivated meat startups, Vow is using this technology to create new products that go beyond replicating existing pieces of meat. By working with a team of scientists, chefs, and creators, Vow is exploring new flavours, textures, and nutritional benefits that have never been seen before. In November 2022, the Sydney-based company announced a $49.2M Series A funding to continue its mission, bringing forth the next generation of food products fit for a rising population. This significant new funding marks the world record for a Series A raise in the cultured meat industry.
Inspiration
10.000 years ago, giant mammoths roamed the earth. But climate change destroyed every last one of them. Unable to adapt to the dramatic speed in which their landscape transformed, the woolly mammoths became a monumental symbol of what we stand to loose now. One million species are at risk of extinction in the face of accelerating climate change. Including the human race. Can there be a way to eat us out of extinction?
Timeline
Our journey with Danone began with a thorough analysis of their existing marketing strategies and operations. We conducted extensive interviews, analyzed the marketing structure and budget split to gain deep insights into Danone's marketing landscape. This allowed us to develop a clusterization of markets according to their marketing maturity, readiness to change and willingness to embrace the challenge.
Q4 2020
To break down barriers within the group, over the following weeks we crafted a prototype operating model, in close collaboration with the existing agencies in Danone's ecosystem. This operating model would be effective for each country's particularities. We designed a modular change management methodology to reflect the individual needs of the different countries, and ensure early successes were shared to promote the adoption of the new model.
H1 2021
D_Studio's deployment in the initial 'pilot' nations—Brazil, the UK, Spain, and Germany—serves as a trailblazing model for others to emulate. These early adopters were carefully chosen as ambassadors due to their prior forays into innovative marketing approaches. They had not only demonstrated their capacity for transformation but had also gained invaluable insights into the challenges they faced, making them especially receptive to external support.
H2 2021
As our efforts continued, the new operating model gained substantial momentum within the organization, prompting a growing number of countries to seek our guidance. These countries presented diverse starting points, pushing the boundaries of the proposed model and requiring tailored approaches to accelerate implementation
2022 Synergy
In order to make a real cultural change and overcome resistance, global management was actively engaged in driving the development of D_Studio. We involved local managers in the program through meetings, regular updates and the co-creation of country-specific plans.
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