Prank Marketing? Does it mean what you think it means? Yes, it does, my friend!
Prank marketing is nothing but brands playing pranks on consumers (even outside of April Fool’s Day) to get the buzz going.
But not all buzz is worth triggering. This new strategy is a double edged sword that needs careful handling.
If done right, it can heap bounties on your vegan brand. Else, you will have lost a large chunk of hard earned trust and goodwill of your target audience.
ET Brand Equity
In my latest article in ET Brand Equity I explain what Prank Marketing is and how it’s different from other buzz generating marketing strategies such as guerrilla marketing, ambush marketing, teaser campaigns and publicity stunts.
5 Prank Marketing examples to inspire your vegan business
Now, let’s check out some very cool prank marketing examples to inspire your vegan brand. You could easily adapt these to bond with your customers or just give them a fun/ humorous time.
1. Comedy Meat helpline by THIS
Alternate meat brand THIS launched a comedy phone helpline during Veganuary 2021 to help with “meat” sweats. Though this was not really a prank, it was playful and temporary.
Those struggling with giving up meat for Veganuary were invited to call THIS’s helpline where upcoming comedians would share meat based jokes and puns with them. Comedians got an audience to practice on, the listener found some humor and comic relief in their meatless struggle and the brand earned plenty of goodwill. Prank marketing done right, don’t you agree?
2. ‘Read the ingredients’ prank by Independent Health Foundation
In 2015, at the University of Buffalo, students coming to a vending machine were shocked with a voice encouraging them to read the ingredients. This prank helped to raise awareness about the unhealthy ingredients in packaged foods.
I would love to see some clean label vegan/ plant-based brand adapt this prank today. Would work wonders, don’t you think?
3. Real news released on April Fool’s to get people talking
In 2019, Burger King launched its vegan burger on April Fool’s Day. The timing was pure genius because it got everyone talking: “Is this for real or is it a prank?” . When it was later confirmed that this was a real product launch, it was icing on the brand awareness cake.
4. Blind taste test delivered as a prank
In 2022, vegan meat brand THIS took a great risk (of potentially alienating food influencers) by sending them DIY recipe box from a “new recipe box service”. The kit contained recipe and ingredients to make gourmet “chicken”. After all the influencers shared glowing video reviews of the “chicken”, the brand revealed the truth that it was plant-based. That was a prank that earned them extremely strong customer testimonial.
5. Using a prank to reach a different set of consumers
The plant-based hummus brand Ithaca ran a prank marketing campaign stating that it was getting into skincare. They were supposedly launching a first-of-its-kind “hummus face pack”. More such packs were to follow. Through this prank, they managed to generate brand awareness amongst skincare buyers who may or may not be aware of their presence in the food space.
Have you come across any prank worth learning from? If so, do share with me on Linkedin or Instagram or by replying to this email.
Question to think about : 💡
Brands like Red Bull and Virgin Group are mainly known for their daredevil stunts. Could playful/ humorous pranks be used for your vegan brand to craft a similarly differentiated/ memorable personality?
Should you want to talk, I am just an email away. You know that, right?