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Can your edgy idea move people from animal-based fats to plant-based fats?
Challenge Type: food science
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top 50%
77 months ago

Fat is an important part of a healthy diet, helping the body absorb key nutrients and providing energy. However, it is important to distinguish between animal-based fats and plant-based fats (example products: Country Crock and I Can't Believe It's Not Butter).  Plant-based fats and oils have the following advantages:

  • -They are higher in healthy, unsaturated fats.
  • -They compliment a lifestyle of eating less meat.
  • -They are better for the planet since they are less carbon intensive to produce than fats and oils from animals.

We want to encourage consumers to move towards using plant-based fats and oils over animal-based fats. We are interested in BIG, CREATIVE ideas to captivate consumers that go above and beyond a traditional TV advertisement. Ideally, this idea will align with the plant-based movement by showing support to something or someone that is already a part of the movement.


What is your BOLD idea to get consumers more interested in eating plant-based fats over animal-based fats? Specifically, please answer the following:

  1. Describe your idea that will start a movement of people away from animal-based fats and toward plant-based fats. Please include key details.
  2. Does your plan work with a group, product, or company that is already part of the plant-based movement?
  3. Why will your idea resonate, go viral, or get people talking? What about it stands out?
  4. Where and how should we make your idea happen?

Please Note: We would like to especially encourage European students to participate!  If you are from Europe or currently studying at a European university, please submit your ideas!  

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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