Automated Creative worked with Upfield to create ads that drove signatures for a petition against proposed European legislation bringing in restriction on plant-based dairy products. Find out how we helped change the law!

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Goal
Drive signatures on the EU Plant-Based
Alliance’s petition against Amendment 171
to change law to impose unfair restrictions
on plant-based products.

3. Here’s how we did it

4. The proposed amendment sought to
impose new restrictions on plant-based
dairy products, which could have led to
producers being unable to display allergen
information, sell their products in cartons,
and more.

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We created multi-variant ads to drive
audiences to the petition signature page,
as well as explored the triggers that drove
the most participation in 6 markets across
the EU.

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AC audited existing assets including
images, video and copy, devising a
strategy to test and optimise multiple
ads for the petition.

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Through several sprints, we
continually optimised the ads to get
the best response from the target
audience in each country.

9. Results

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Our ads drove an impressive 6.44%
Click-Through Rate and led to
petitions being signed against
Amendment 171 across all 6
European countries.

11. And we changed the law!
In May 2021, the European Parliament
withdrew Amendment 171 following
significant shows of resistance from
plant-based producers and consumers.

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AC also gathered insights that
showed the best CTR drivers and the
most effective messaging triggers for
Upfield’s future campaigns.

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