WHATS FOR DINNER?

We heard processed foods wer having a rough time, and probably for good reason. Alot of processed food is high fat and 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 does a WHAT need to be edible. A WHAT can be anything.

For food, WHATS is like the love child of Tony he Tiger and Annie’s Kitchen. Both are fanstastic brands on different missions. WHATS is healthy (depending on category and amount consumed). 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) and more.

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

The big pay 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 what’s for dinner?!

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

Fun , right?!