SILK Meatless Monday Night Social Experiment


SILK is encouraging people to ‘Sideline Meat’ this football season by having a #MeatlessMondayNight with help from SILK plant-based beverages. As a part of this campaign, SILK partnered with celebrity Chef Candice Kumai, editor of Shape and Men’s Health magazines to create completely meatless appetizers, and with professional football players Justin Pugh (offensive guard), Rashad Jennings (running back), and Geoff Schwartz (offensive guard) to promote the camapign.  Javelin created a signature event to bring it to life in person and on social media.

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Consumers were invited to an event at State Restaurant, the premier sports bar in the Chicago metro area, to enjoy drinks, appetizers, ticket giveaways, and the football game itself. What consumers weren’t told was that everything on the menu was completely meatless and diary-free. 150 people joined in the fun, not knowing that they were participating in Meatless Monday Night. At halftime we revealed that everything on the menu was completely meatless and dairy-free, unveiling branding throughout the room to the surprise of everyone in attendance. Of course, we captured all of the action with hidden cameras, to create a series of videos for the brand’s website and social media channels.