WHATS FOR DINNER?

We heard processed foods wer having a rough time, and probably for good reason. Alot of processed food is high fat  high carb  but not all of it is . Some of it is plant based and actually  better for you and kinder to animals.   Many of these plant based offerings are  a little higher brow, and certainly that makes sense as higher educated consumers are more health aware  and can afford to pay more The  problem, I think, is they lost some of their fun. This is why  we did WHATS. And , just to be clear WHATS does not need to be only plant based  nor des a WHAT nee to be edible.

WHATS is like the love child of Tony he Tiger and Annie’s Kitchen. Both fanstastic brands on different missions. WHATS is healthy but self aware and fun. Sort of like HOT POCKETS with health insurance.

WHATS is also  a unit of measure. It’s a hand held size that’s easy to snack on WHATS, in this case, can be a synonym for a chunk or a nugget and more.  And, it’s this that can make WHATS cut across categories, whether they be sweet or savory or different temperature zones ( shelf stale, refrigerated and frozen).

Design wise we created a  processed food brand and a simple design language that works across multiple products.

The  bigpay off for all this is a simple  verbal  skit:

Person 1: What’s for dinner?

Person 2: Exactly

Person 1, a  little more intentional: What’s for dinner?

Person 2: That’s right!

Person 1 ,now more exasperated: C’mon whats for dinner?!

Person 2: We’re having Meat Whats, they’re delicious and plant based.

Fun , right?!