PERCEPTION CHANGING

Championing Plant-Based Eating

Client
Vegan Strong

Duration
7 years and counting

Role
Executive Director, Brand Manager

Agency
Effect Partners, GBC

Challenge: Changing the perception that people need to eat animal protein to be strong and competitive in sports.

Insight: Champion vegan bodybuilders and strength athletes are living proof that you can be strong and win elite championships on a plant-based diet.

Solution:

  • Establish, trademark, and manage the Vegan Strong advocacy brand

  • Enlist champion vegan bodybuilders and strength athletes as ambassadors

  • Educate and exhibit at fitness expos across the country to target fitness enthusiasts

  • Fundraise yearly for the annual budget

  • Curate Vegan Strong Starter kit products from CPG brands and sell them to help fund the tour

  • Revive the PlantBuilt team and double the competitive team size to compete in the prestigious Mr. America Sports Festival

Results:

  • Revenue: Generated tens of thousands in revenue and millions in media impressions

  • Funding: Received annual grant funding for seven consecutive years

  • Engagement: Exhibited at more than 25 major fitness expos across America

  • Competition success: In 2023, the Vegan Strong PlantBuilt Team won 42 medals (32 first-place) at Mr. America 2023 in powerlifting, Strongman, CrossFit, Kettlebell, and bodybuilding

Proving plants have all the protein you need to be strong and competitive at the highest levels.