Weber Shandwick

Incogmeato - Afraid You Might Like it?

The Challenge: Launch Morningstar Farms’ Incogmeato line by breaking through consumer skepticism and showing that plant-based nuggets can taste just as good as the real thing.

My Role: Art Director shaping the campaign’s bold, playful look and feel — from concepting to execution — bringing humor and edge to Morningstar Farms’ voice across digital and social.

The Solution: The “Afraid You Might Like It?” campaign teased meat-eaters with the idea that they might actually enjoy plant-based nuggets. Cheeky copy and striking visuals sparked curiosity, drove awareness, and positioned Incogmeato as a fearless alternative to chicken.