"Plant-based food sales reached $8 billion in 2022, an increase of 6.6% from the previous year, according to statistics from SPINS and reported by the Plant Based Foods Association and the Good Food Institute.
Most categories saw sales increase. Plant-based milk, which is the largest category in the space by far, grew 8.5%, tallying $2.8 billion in sales. Three categories saw sales drop: plant-based meat, which decreased 1.2%; ice cream, which fell 4.5%; and cheese, which was down 2%.
Last year was difficult for all food makers, as intense inflation and supply chain issues increased prices and impacted supplies. Many plant-based meat companies had an especially bad 2022, with layoffs, operating losses and company closures."

LVMH breaks into world's top 10 as market value nears $500 billion

🎨 Thumb-stopping AD creative

In this section I will be highlighting a few stand out ads I came across during the week.

Covering:

What stood out
My takeaways

AD 1: SPOKE

"SPOKE is a vertically integrated online menswear brand. We use an e-commerce model to give men exactly what they're looking for: properly made clothes that really fit, without the luxury markup. Our clothes are cut in more sizes, from the very best fabric and trim - then sold direct to the consumer, at a sane price."

Link to AD here

What made this creative stand out?
- Green screen immediately caught my attention
- The enemy / proclamation hook was right on the money, everyone has had this problem at some point with jeans/trousers.
  - "Stop wasting money on bad jeans"
  - The second transition where someone threw the jeans and then the model was instantly wearing them was a really eye catching and satisfying transition which is often seen in trending organic videos so worked really well for keeping my attention.
  - The section where they did a screen record of the custom fit quiz made it look so quick and easy to submit. It spoke to the objection that I had in my head that getting a pair of custom jeans would be a time suck and a hassle.
My takeaways?
- Creating an enemy is such a powerful way to move someone into action, it immediately triggered a reaction in me.
- Using shots that are often see in organic videos makes an AD an easy watch as it feels like something you would have in your feed anyway and not as abrasive as some of the hard sell adverts that are out there at the moment.
- Knowing your customers most common objections in detail allows you to really hone in your messaging to make a scalable AD that feels personalised

AD 2: Finistierre

"Finisterre designs functional and sustainable product for those that share a love of the sea."

Link to AD here

What made this creative stand out?
- Action shot was a great hook, someone surfing makes you want to find out if they stay up or stack it. Hooked me in the first few seconds.
- Quality of the videography, felt cinematic like a movie trailer.
- B-roll footage of friends enjoying themselves on a surfing trip gave me a real sense of nostalgia.
My takeaways?
- Whilst AD libraries are filled with lower quality UGC, the ability to stand out with high quality videography is quite profound
- The combining of wide angle video footage with close up product interaction shots feels like an epic way of combining a brand AD with a performance marketing AD

🌏 Interesting posts & threads:

Link here

🤣 Meme of the week:

💰 Hot jobs:

Junior:

👟HYPEBEAST - Marketing Executive

Founded in 2005 as a sneaker blog, Hypebeast is a global leading platform for contemporary culture and lifestyle.

"Established in 2012, HBX is a global e-commerce platform and retail destination carrying over 250 curated brands from both established and up-and-coming menswear, womenswear and lifestyle labels. HBX focuses on delivering the latest, trend-setting fashion, accessories, shoes, home and lifestyle goods to its customers, curating a truly global and exciting assortment at the leading edge of culture.

With the HBX e-commerce platform shipping to over 70 markets worldwide, it has one retail store in Hong Kong and its US-based flagship store in New York at 41 Division Street. HBX also has a very active digital community on Instagram, Facebook, Twitter, LINE, WeChat, RED, Kakao, and more."

Senior:

💦 MOJO - Head of Growth Marketing

Sexual problems can be embarrassing. We’ve been there. That’s why we’re changing the narrative around issues in the bedroom.

"If you are the type of marketer whose dreams are full of user acquisition and data lead growth; you’re ready to build and execute a growth strategy with venture backed scale; and the idea of joining an early stage startup to define what good looks like, with your own team, has you scrambling for the ‘Apply’ button… then Head of Growth Marketing at Mojo might be the role for you.

Our perfect hire will be a strategic thinker, who is a hyper-organized hustler with a growth mindset, who can work closely with our Creative Lead and Performance Marketing to drive category defining levels of growth. That might mean you are from a Performance Marketing background, or perhaps you’ve worked in acquisition teams before. You could be from a growth role at a venture-backed startup, and you’re hungry to step up and lead the strategy. You get the idea."

Executive:

🎨 PICSART - Chief Growth Officer

With over a billion downloads, Picsart is the world’s largest creative platform.

"We are seeking a highly experienced and strategic Chief Growth Officer to join our team. As a key member of our leadership team and reporting into the Founder & CEO you will be responsible for leading the development and execution of our overall growth strategy including, identifying and implementing strategies to increase app usage and engagement, as well as identifying new monetisation opportunities through in-app purchases, subscriptions, advertising, and other revenue streams.

As Chief Growth Officer, you must guide your team from opinions and beliefs to objectives and data driven decisions. You will partner with our CFO and CPO to grow our active user base, improve the monetisation of the user base by acquiring new customers, retaining existing customers and moving customers from free to paid subscriptions. You will take a data driven approach to optimize conversion in all steps of the funnel."

✚ Weekly recommendation:

In this section i'll be sharing a brand, website, app or tool that i'm using at the moment that I think more people need to know about.

Notion template gallery:

"Real Notion pages made by our team and community. Try new setups or share your own."

Notion is the ultimate productivity tool and they have a vast array of free and paid templates which act as great inspiration or a quick and easy way to kickstart a project or work stream without doing the leg work of setting it all up.

Check it out here

That's it for today's edition of Never Fully Read.

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