Greenfield took a bold step and asked people to stop eating meat, even if it risked their bottom line. With consumption rates of meat at an all-time high, the “Meatless Monday” campaign set out to convince consumers to eat more sustainable meat, but also to eat less meat in general.

The campaign launched with a video that outlined the benefits of going “meatless,” and asked people to take the pledge. It also drove consumers to a microsite where they could find statistics, along with meatless recipes. In all, the brand generated more than 100 million media impressions and saw a 434% jump in brand affinity.