Ilkin Mehrabov
Researcher
Using provocative PR and promotional communication to leverage a vegan activist brand: An exploratory study of Mr. Charlie’s communicative strategies
Author
Summary, in English
An increasingly competitive market, as well as transforming consumer expectations, have considerably altered the socio-economic landscape in which contemporary profit-making organizations operate. As a result, it is more difficult than ever to establish a successful and distinct brand, whilst adhering to fast-changing customer demands – especially when consumers bank on brands to fulfil a higher purpose than (just) financial gain and, additionally, hold brands accountable for the environment in which they operate (Moorman, 2020). Consequently, more and more brands are taking the lead in the realm of activism, advocating for socio-political issues to strengthen stakeholder relationships and create symbolic meaning (Lee et al., 2023) – leading to brand activism emerging as an alternative solution and unique opportunity for brands to differentiate themselves from competitors and build stakeholder resonance through appealing to the growing number of conscious consumers (Vredenburg et al., 2020). As the rise of activist brands represents a new paradigm within brand management, further understanding is needed (Andersen & Johansen, 2023) – however, despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning and the role of public relations and organizational/promotional communication within these processes.
As such, this study aims to explore how a newly launched brand and a late entrant, engaging in socio-political issues, communicates to position itself in a saturated market – through a case analysis of the American fast-food chain Mr. Charlie’s Told Me So (alternatively, Mr.Charlie’s). Launched in 2022 in Los Angeles, and dubbed as ‘vegan McDonald’s’, Mr.Charlie’s immediately went viral on various social media platforms due to its visual branding bearing a striking resemblance to McDonald’s (despite having no official affiliation with the iconic fast-food giant), and offering similar range of products with one distinct difference: of everything being plant-based. Overall, the brand claims take a stance on the climate debate by opposing meat consumption, focusing on social and environmental impacts of the industry, and aiming to alter consumer habits – and, additionally, to be tackling a ‘broken system’ by partnering with and hiring all staff from residential resource programs for homeless people.
While previous research has mostly taken a consumer perspective on brand activism, this study aims to contribute into the existing research gap with insights from a perspective of critical PR and promotional communication – where the primary focus is to examine the selected case within the context of brand positioning (as such moving beyond the scope of single-focus public relations and marketing campaigns).
The study is based on triangulated qualitative content analysis of different data sources such as the contents of Mr.Charlie’s website, Instagram posts, online news articles and a semi-structured interview with one of the co-founders – where four main categories were identified (Rivalry, Meta-communication, Community-building, Authenticity). The results indicate that Mr.Charlie’s brand positioning is conducted through highlighting opposition and integrating contradictory communicative layers, including controversial promotional communication strategies. Within this vein, the study contributes into the rapidly growing academic field, critically interrogating possible contributions of PR into the global social justice struggles.
As such, this study aims to explore how a newly launched brand and a late entrant, engaging in socio-political issues, communicates to position itself in a saturated market – through a case analysis of the American fast-food chain Mr. Charlie’s Told Me So (alternatively, Mr.Charlie’s). Launched in 2022 in Los Angeles, and dubbed as ‘vegan McDonald’s’, Mr.Charlie’s immediately went viral on various social media platforms due to its visual branding bearing a striking resemblance to McDonald’s (despite having no official affiliation with the iconic fast-food giant), and offering similar range of products with one distinct difference: of everything being plant-based. Overall, the brand claims take a stance on the climate debate by opposing meat consumption, focusing on social and environmental impacts of the industry, and aiming to alter consumer habits – and, additionally, to be tackling a ‘broken system’ by partnering with and hiring all staff from residential resource programs for homeless people.
While previous research has mostly taken a consumer perspective on brand activism, this study aims to contribute into the existing research gap with insights from a perspective of critical PR and promotional communication – where the primary focus is to examine the selected case within the context of brand positioning (as such moving beyond the scope of single-focus public relations and marketing campaigns).
The study is based on triangulated qualitative content analysis of different data sources such as the contents of Mr.Charlie’s website, Instagram posts, online news articles and a semi-structured interview with one of the co-founders – where four main categories were identified (Rivalry, Meta-communication, Community-building, Authenticity). The results indicate that Mr.Charlie’s brand positioning is conducted through highlighting opposition and integrating contradictory communicative layers, including controversial promotional communication strategies. Within this vein, the study contributes into the rapidly growing academic field, critically interrogating possible contributions of PR into the global social justice struggles.
Department/s
- Department of Strategic Communication
- Centre for Advanced Middle Eastern Studies (CMES)
- MECW: The Middle East in the Contemporary World
Publishing year
2024-06-25
Language
English
Document type
Conference paper: abstract
Topic
- Media and Communication Studies
Conference name
ICA (International Communication Association) 2024 Post-conference: “The impact of public relations and promotional communication on human rights, inequalities and social justice: Interdisciplinary reflections and future directions.”
Conference date
2024-06-25 - 2024-06-25
Conference place
Brisbane, Australia
Status
Unpublished