Plant-based food firm THIS has partnered with Canadian seasoning giant Schwartz to create a new and improved meat-free chicken recipe.
A new, nationwide campaign will be launched to raise awareness around the collaboration, with in-store and online activations beginning on Monday (20 June).
This new recipe is will be featured on barkers alongside Schwartz ranges across all major UK grocers Tesco, Asda and Morrisons. An omnichannel online campaign will support the product’s launch, with a push across paid ads, video content and social media.
This collaboration will be Schwartz’s first with a plant-based meat brand. THIS will be hoping that the collaboration will enable it to drive category growth by recruiting Schwartz customers – who are mainly traditional meat eaters.
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‘’This is our chicken-iest recipe yet. We’re super proud of it and even more proud to be partnering with Schwartz,” This co-founder Andy Shovel said.
“They’re such a huge, foodie brand – it’s a big moment for us and a great opp to show how two brands can cross categories and complement each other.’’
Schwartz brand manager, Nicholas Day added: ‘’We know a large amount of our customer base is looking at reducing their meat consumption.
“Partnering with THIS felt like a ripe opportunity for showing them just how versatile the Schwartz range is and importantly, just how delicious plant-based food can be.’’
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