Debunking silly myths about plant-based food with a TikTok twist

How to correct younger generation’s peculiar misconceptions about plant-based food and drive behavioral change?

Our collaboration with WWF showed that this could be done in a humorous way that really resonates with the TikTok crowd.

Social and influencer marketing

Client: WWF Finland


From plate to planet: Eat4Change’s tasty TikTok revolution

Eat4Change was an international project led by WWF, which ran from May 2020 to April 2024 and was co-financed by the EU. The project’s goal was to promote more sustainable diets and food production practices, and to encourage especially young people to take an active role in society and shift their diets towards more plant-based options.​

Miltton served as WWF’s partner throughout the project, participating in campaign conceptualization, creating communication plans and strategies, and producing various advertisements and social media materials.

Our task & challenge

In the spring of 2023, Miltton was tasked with creating a social media campaign to raise awareness among young adults about the environmental and climate benefits of plant-based eating and to increase the proportion of plant-based food in their diets. The concept had to be easy to localize for different markets and its content timeless.​

The problem is that people REALLY don’t like to be told what to do. So how can we educate them and drive behavioural change without being too annoying?​ 


What we did​? Busted plant-based myths with human-sized vegetables 

  1. We identified

    that there were many misconceptions and myths related to plant-based diets among young people. But instead of trying to preach people the facts and benefits of eating plant-based, we decided to play around with their peculiar assumptions and end them once and for all. ​

  2. We aimed

    to do this by showing everyone just how ridiculous these beliefs actually sound, in way that would really resonate with the TikTok crowd.  

  3. We created

    a series of five videos on TikTok, where the concept was tied to a mascot trend that was prevalent in the channel. We created two plant-based mascots fitting for WWF,  Chickpea Chad and Moody Mushroom, who were brought to life by renowned costume designer Merja Thil. These two unique heroes (or anti-heroes) adventured in the videos and debunked five different myths related to plant-based diets.​

The paid campaign in numbers:​

  • The campaign exceeded our goals by achieving 5.6 million impressions in paid advertising (target was 2.5 million).​
  • The campaign reached over 393,000 people, about 95% of the target audience.​
  • The frequency of video views was 13.1 per user, while the goal had been 7.1.​
  • On average, each video was watched for 19.1 seconds, almost the entire duration, which is an excellent performance for campaigns of this type.​
  • The campaign achieved a total of 34,311 clicks in Finland.​ 

Miltton’s input

  • Concept planning
  • Copywriting
  • Art Direction
  • Video production and editing 

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