Unilever's brand The Vegetarian Butcher has expanded its business into Hong Kong by collaborating with seven restaurants to curate plant-based cuisine.
To engage local diners, the brand has invited publications, influencers and foodies to kick off the campaign. Hong Kong-based actor Joey Leung was selected to host the "Food Show" to introduce dishes made with the brand's products.
After the "Food Show," The Vegetarian Butcher's dishes will be available at seven partner restaurants - Nosh, FAM, Appendix, Blend & Grind, Urban Coffee Roaster, Barista Caffe, and The Butchers Club - for one month. By collaborating with various chefs, each specialising in different types of cuisine, The Vegetarian Butcher hopes to demonstrate to meat lovers and flexitarians alike that they can continue to enjoy their cravings for meat without any compromise.
To further build brand awareness, additional influencer engagement, interviews with chefs, as well as digital and social ads will be rolled out in the near the future. As the product line continues to grow, so too will a broader distribution network to increase product availability in Hong Kong and beyond.
Founded by Jaap Korteweg and acquired by Unilever in 2018, The Vegetarian Butcher aims to recreate the flavour and texture of various meat cuts perfectly, offering plant-based steaks, burgers, nuggets and beyond.