v2food appoints HERO network’s B.B.E as lead strategic and creative agency

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v2food appoints HERO network’s B.B.E as lead strategic and creative agency

Building on the momentum of the recently announced Toyota and Maybelline New York wins, Australian plant-based meat company, v2food, has appointed HERO’s latest agency acquisition B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process.


v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer

Australians an easy alternative to meat products, with the company developing Hungry Jack’s v2 Rebel Whopper and partnering with food service businesses across the country.

The partnership between v2food and B.B.E comes as the brand takes the next major step towards its mission and prepares for an ambitious growth phase. This includes launching a new way of thinking that reshapes behaviour, accelerates the market’s growth and acceptance of plant-based meats as a regular part of Aussie diets.

Founded by Nick Hazell, v2food is an innovative partnership between CSIRO, Main Sequence Ventures and Jack Cowin’s Competitive Foods Australia.

Says Andrew May, chief growth officer, v2food: “It’s been less than a year since we launched v2mince product and grown the brand from an idea to leading the category in Australia with ranging across the country. In a COVID world, that’s no easy feat, and we’re excited to take the brand to the next level working alongside B.B.E as our agency partner.

“Australia is a burgeoning market for plant-based alternatives, however, there is work to be done when it comes to consumer awareness and comprehension. It was important for us to find an agency that shares our passion for impact-led innovation, bold thinking, with a fully integrated offering across strategy, media and creative. The partnership is a significant investment & a sign of our commitment to build the v2 brand into a global household name as we look to expand our presence and encourage Aussies to consider sustainable plant-based options.”

Says Adam Beaupeurt, managing director, B.B.E: “We’re stoked to be partnering with such an innovative business that’s playing an important role in shaping the way Australians can eat sustainably. Not only are they ambitious but they love to have fun while doing it, and that is perfectly aligned with HERO and B.B.E.”

For more information, visit v2food online at https://www.v2food.com/.