As a leader in the rapidly growing "meal kit" market, Plated brings ready to cook, exciting recipes right to customers doorsteps. Plated's commitment to seasonal, organic ingredients and a sustainable sourcing methodology sets them apart from the competition as the most responsible (and delicious) way to get people back into their kitchens.
As a direct to consumer business, Plated offers incredible value and convenience to plan subscribers, but the absence of brick-and-mortar stores means that the new customer acquisition process must rely heavily on digital marketing initiatives and word of mouth to help explain the product offerings. To address this, Plated approached MTWO with a plan to develop a nationwide "Road to Discovery" tour that would introduce the Plated experience to potential new customers with a tangible, physical asset that could be easily transported between nine major market destinations spanning the country from San Francisco to New York City.
Working directly with Plated's internal marketing and strategy teams, along with agency partners, MTWO managed the complete user-experience and design process for the tour, resulting in an elevated and unique physical design within a short timeframe.
The final activation enjoyed close to 98 million press/media impressions over the course of just 17 days.