Analysis

March 17, 2019

How to get ahead by provoking big business

Provoking a big industry can cause both legal fights and a nasty debate. But it can also be good for business.


Mimi Billing

8 min read

The advert by Simple Feast, the vegetarian food delivery company, was designed to make an impact. Displayed on billboards throughout Copenhagen’s public transport and on television were people smoking sausages with a “quit meat helpline” slogan.

Jakob Jønck is the founder of the Danish startup Simple Feast.
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Martin Ringqvist is the creative director in the Nordics at Oatly. Photo credit: Alice Schoolcraft.
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Cutout from an Oatly advert. Photo credit: Youtube
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Oatly's advert that was published on the first day of the final proceedings.
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The Simple Feast's "quit meat" campaign created a lot of buzz in Danish media. Photo credit: Youtube
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Mimi Billing

Mimi Billing is Sifted's Europe editor, based in Stockholm. She covers the Nordics and can be found on X and LinkedIn

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