Alternative Proteins: A Norm-Challenging Guerrilla Experiment in Festival Environment

Purpose and goal:

The goal of the project is to carry out a norm-challenging guerilla experiment at the Way Out West festival in 2024, where we test, challenge and evaluate consumers´ experiences of alternative proteins in order to collect behavioral data and break down taste myths and prejudices. The experiment aims to create awareness and disseminate the results to influence standards and promote sustainable food consumption.

Expected results and effects:

By documenting, presenting and communicating the experiment´s results and insights in a media production, the experiment should be widely disseminated and contribute to challenge the prevailing norm for animal protein choices. Detailed behavioral interventions to be tested in the experiment may for example be about taste tests or changing the design of the food environment, such as for example a food truck/food cart in a festival area.

The experiment must also be documented for marketing purposes for the dissemination of insights through the media. Approach and implementation:

A lot of time will be spent on planning the implementation of the experiment itself and collaboration with actors. Everything from the selection of proteins to be tested, designing the experimental design of the experiment and question battery to capture relevant behavioral insights, to the running schedule and production script. A lot of time will also be spent on developing a communication plan for the project and especially dissemination of the experiment´s results via a video production.