The Trojan Cow: How Planted Is Infiltrating the Meat Industry

To disrupt a legacy industry, a brand needs more than a mission – it needs a scientific system for growth. Planted is pioneering a new era by recognising that its true competition isn’t other plant-based products but the traditional meat industry itself. By mastering the levers of mental availability and category entry points (CEPs), Planted is successfully positioning itself as a direct alternative for meat-eaters.

In this session, we explore the fundamental pillars of brand growth and how the world’s most forward-thinking companies move from marketing theory to market dominance. We will break down the brand growth framework – rooted in laws by the Ehrenberg-Bass Institute – and demonstrate how it serves as the strategic backbone for Planted’s mission to replace animal protein on plates globally.

• How can the Laws of Brand Growth provide actionable strategies for brands to scale and expand into new categories?
• How can insights transform into a powerful flywheel where research drives immediate action and seamlessly fuels the next study?
• How does Planted successfully compete with traditional meat brands using a brand growth system approach?