Future Farm
Future Farm is a plant-based foodtech and lifestyle brand that exists to disrupt the animal-origin meat and dairy industry. It launched in 30 countries across five continents in the first 30 months.
Launching a plant-based brand
and hacking food cultures across Southern Europe.
The Challenge.
Initially hired as a marketing consultant to launch Future Farm in Italy, based on the success of the strategy deployed, I was then ask to ideate, own and execute the marketing strategy for Southern Europe – i.e. Italy, Spain, Portugal, France and Cyprus. This involved the management of the internal content and trade marketing resources as well as external agencies and collaborators acting as a contracted Head of Marketing.
The Solution.
I designed a strategy based on hacking local food cultures by creating partnership with established taste makers, media and brands. I built nimble teams of freelancers & local agencies deeply rooted in the local market, and designed a Marketing Launch Toolkit to accelerate Future Farm international expansion that was then adopted globally.
The Outcome.
The strategy boosted 4x growth in sales and doubled the number of listings in the first 12 months. Future Farm partnered with leading retailers, international groceries delivery companies such as Gorillas & Getir and a variety of food service companies across the region. The overall PR coverage reached 250+ pieces of earned media with an estimated 20M Opportunities To See and an Advertising Value Equivalent of about €2M.
Disruptive Campaigns.
I had full ownership of the marketing strategy, creative direction and budget for Southern Europe, which I managed in order to leverage different touch points such as out of home advertising, digital advertising, influencers, press and events. The first major project was the localisation of the award-winning F*ck Mars campaign.
Partnerships.
I managed marketing and media partnerships with leading retailers, international groceries delivery companies such as Gorillas & Getir and a variety of food service companies across Southern Europe. I bolster the alliance with events in collaboration with Climate Partner to consolidate the positioning and sustainability strategy.
Activations.
I designed, planned and delivered festival, in-store, trade and consumer activations across the area by managing local agencies. Under my management, the participation to the biggest European trade marketing events such as Alimentaria, Tuttofood and SIAL generated 15K product samples and 500+ leads.
— Branded Shops
In Milan, I curated the PR launch of the first Italian plant-based burger shop where the only alternative is a sustainably produced meat-based dish.
— Interactive Cooking Shows
Journalists and influencers were invited to get their hands dirty and revisit traditional local recipes with local chefs using Future Farm products.
— Awards
Under my direction, Future Farm applied for and won awards in Spain, Best Innovation Food at Alimentaria with Future Tvna, and Italy.
Public Relations.
Together with the local PR agencies I recruited, I built an integrated approach between Press Events, ESG, Influencers and traditional PR to allow for a continuous flow of newsworthy activities throughout the year. This granted coverage on the most prestigious Italian, Spanish, Portuguese and Cypriot food magazines, as well as the attention of prestigious media outlets such as Wired, GQ, Vanity Fair, Cosmopolitan, et al.
Content.
I managed the internal resources and external agencies to create a variety of content types across the region – social, video, edit. I also used my copywriting skills to localise the award-winning campaign F*ck Mars for the Italian market.
Merchandising.
I managed the production of different local local versions of the Future Farm tastemaker kits, press kits and trade kit, which were designed to excite and please different local audiences. The bucket hat were such a success that people asked where they could buy it.
Powered by Future Farm
Different ready to eat products have been developed using Future Farm’s products and creating synergies between food brands relevant for the local audience in Italy, Spain and Portugal. I led the design of the packaging, the content and media strategy for the launch In Portugal, Musa beer hosted a series of summer events powered by Future Farm, including Santos do Futuro during the main festivity in the country. The collaboration with the brand was amplified by the collaboration with the chef Pedro Abril, who designed local exclusive recipe with Future Farm products.
