Nuggetverse - First Pride
There are a variety of plant-based foods on the market, but there is still some caution around some plant-based products. First Pride are launching a regional multi-channel awareness campaign - which includes TV, radio and OOH - with the message that their plant-based foods are satisfyingly meaty, surprisingly plant.
Created by UltraSuperNew Singapore, ‘NuggetVerse’ introduces us to Tony the T-Rex who was created because it’s the definitive, most well-known carnivore that ever existed. Beyond leveraging its size and reputation, it shows the mind-changing experience from the first bite of First Pride plant-based products—symbolising how those averse to plant-based will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too.
Junior Art Director: Zylyn Tay