Bigger Fish to Fry!

The-Collective-Steph-Adams-2-1050x700The Renegade Collective magazine is a favourite of mine as it encompasses information of global social trends, innovative ideas, and articles with individuals making a difference to better society. Issue 17 of the Collective magazine was one of my favourites, and encompassed more articles that I could analyse than I could count on one hand. Therefore, I have chosen to analyse the article about Fry’s Family Foods, and their outlook on veganism and the new concept of “‘flexitarians’ – people who eat meat but are prepared to give meat reduction a go” (Webster 2014).

Within the article, Fry’s Family Foods marketing director, Tammy Fry Kelly, attempts to bring awareness to her family run business, and tries to convince readers to become ‘flexitarians’, and in doing so, undertaking in the organisations marketing campaign, ‘Meat Free Mondays’. Meat Free Monday’s attempts to influence consumers to not eat meat on Mondays, in attempts to maintain an environmental sustainable world. This article is not aimed at vegetarians or vegans, as they have already made the conscious decision to give up meat to help the environment, however, it is directed at those that do not want to give up meat entirely, but want to do their part in helping the environment. These consumers can eat the Fry’s Family Foods products, that are vegetarian and vegan approved, rather than meat products.

The opinion of the author is unclear, however, the opinion of Kelly, the interviewee is very clear as she wants readers to hop onboard the flexitarian train. Kelly not only provides her opinion, but quantitative evidence of the effects ‘Meat Free Monday’s’ will have on the environment if effective in it’s course. It is stated that “measuring their return on investment is not only in terms of dollars and cents, but the number of farm animals saved by virtue of Fry’s customers eating their products” (Webster 2014). There is also statistical evidence of the positive effects vegetarianism has on the environment, as a result of the business’ meat-free products. Kelly states not only the health benefit of opting for vegan or vegetarian options, but also the environmental benefits and increase in animal welfare of choosing to eat the Fry’s Family Foods products.

The main discussion of the article, however, is not about the organisation itself, but the campaign they have endeavoured upon. The article, therefore, results in free, positive publicity for the brand and helps raise awareness of the campaign. There are bold statements, including, “if every person in the world committed to just one day a week eating meat-free, we could mitigate climate change” (Webster 2014), and statistical evidence swaying towards the benefits of eating meat-free, even just for one day. There is no opposing views to the discussion at hand, with a heavy objective of persuasion.

The style of writing is written similar to the remainder of the magazine, it is informal and conversational. The article is written in such a sense to minimise the reader’s awareness that it is, in fact advertising the brand and their new marketing campaign.

The article, overall, touches on a very important global issue of animal welfare, and environmental damage due to the consumption of meat. It is effective in its persuasion, and makes the reader second guess their choice of food consumption. The article is written well, and structured in a conversational way, to engage the readers attention, and hide the fact that it is simply advertising a brand and their new campaign.


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