LIKE Launches Major 360-Degree Campaign for New “Crunchies” Line - Like You Like It
Five new Breaded products are designed to appeal to flexitarians who have not yet identified with vegan products.
With its new positioning, LIKE is deliberately distancing itself from the traditional vegan market
Focus on lifestyle, taste, and everyday life rather than traditional “vegan” concepts Communication
Following the rebranding from LikeMeat to LIKE, plant-based becomes the new normal
Clear differentiation from the competition and traditional category conventions
New Breaded Range as a low-barrier entry point for flexitarians and new target groups
Comprehensive marketing mix across the entire customer journey
Partnership centered around the Robbie-Williams concerts in Düsseldorf
Two major activation phases from June through August and October through December 2026
LIKE, the brand from LIVEKINDLY Germany, is opening a new chapter in its communications with its new Breaded range. With the large-scale 360-degree campaign “Make it crunch,” the brand is deliberately repositioning itself starting in June 2026—and in doing so, clearly distancing itself from traditional vegan brand communication and existing category conventions of the competition.
Following the strategic transformation from LikeMeat to LIKE, the brand is pursuing a consistently new approach: plant-based nutrition should no longer be communicated as an alternative, but rather as a natural part of modern food culture. Instead of moral messages or traditional “plant-based” arguments, LIKE will focus in the future on lifestyle, taste, convenience, and cultural relevance.
Plant-based is the new normal
“We want to move plant-based products out of the vegan niche,” explains Franziska Düvel, Head of Digital & Brand at LIVEKINDLY Germany. “Many brands in this category continue to focus primarily on what they’re giving up, personal values, or ingredients. LIKE is consciously taking a different approach: We talk about taste, enjoyment, pop culture, and everyday life. With us, plant-based isn’t something that needs to be explained—it’s simply a given.”
With this strategic repositioning, LIKE clearly sets itself apart from the competition and defines a new role for plant-based brands in the mass market. The goal is to reach new consumers who have not previously actively identified with vegan products.
“Our communication is modeled more on modern lifestyle brands than on traditional food or vegan brands,” Düvel continues. “People don’t buy ideologies at the supermarket; they buy products that appeal to them emotionally, are easy to use, and taste good.”
Breaded Range as a Strategic Entry-Level Segment
At the heart of the campaign is the new Breaded Range, featuring five breaded products consisting of schnitzel and tender varieties. The products were deliberately developed as low-barrier entry-level options and are intended to appeal in particular to flexitarians and shoppers who are not typically interested in this category.
Breaded products are considered particularly accessible within the category: they’re familiar, easy to prepare, and evoke positive emotions. This is exactly where LIKE comes in—with familiar product formats, a satisfying crunch, and a design deliberately modeled after well-known quick-service restaurants.
“Our Crunchies reach people far beyond the traditional plant-based community,” explains Düvel. “There’s virtually no barrier to trying them. Everyone immediately knows how the products work and what they might taste like. That’s exactly what makes them ideal entry-level products.”
360-Degree Campaign Across All Relevant Touchpoints
The campaign is comprehensive and structured in phases. The first activation phase runs from June to August 2026, with the second phase following in the fall of 2026.
The marketing mix includes intensive social media activations, paid always-on campaigns, sampling, out-of-home and digital out-of-home advertising, POS activations with couponing, PR, and partnerships throughout the entire customer journey.
For the first time, LIKE is also utilizing Spotify Video-Sound Ads, which specifically feature the products’ characteristic crunch sound and are directly linked to digital couponing.
The partnership with the shopping list app Bring! also contributes to the strategic approach of integrating plant-based products more deeply into everyday purchasing decisions. Additionally, Degusta sample boxes have already delivered strong results—particularly among consumers who initially didn’t know they were trying a plant-based product.
Point-of-Sale Presence and Pop Culture Integration with Robbie Williams
To boost visibility, LIKE relies on eye-catching activations directly at the point of sale and in the urban surroundings of major retail locations. These include digital screens at the POS, QR-based couponing, large-scale outdoor advertising, and so-called “superscreens” on darkened refrigerator surfaces.
A special highlight of the campaign is the collaboration surrounding the Robbie Williams concerts on June 5 and 6, 2026, at the MERKUR SPIEL-ARENA in Düsseldorf. There, “LIKE Tender Crunch Original” and “LIKE Big Crunch” will be part of a specially developed concert menu under the slogan: “I’m loving tenders instead.”
This integration into a pop-culture setting underscores LIKE’s new brand strategy: moving away from traditional vegan messaging—toward mainstream relevance, entertainment, and lifestyle.
The New LIKE Breaded Range
The new product line comprises a total of five products:
- LIKE Big Crunch – thicker pieces with a crispy cornflake coating
- LIKE Signature Crunch – thinner, finely breaded pieces with a light citrus note
- LIKE Tender Crunch Original
- LIKE Tender Crunch Paprika Style
- LIKE Tender Crunch Sour Cream Style
The packaging is deliberately modeled after familiar designs from international fast-food restaurants and is intended to convey approachability, recognizability, and enjoyment.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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