Communication Campaigns for Alternative Proteins

This report presents recommendations developed within the EU-funded LIKE-A-PRO project for designing consumer centric communication campaigns that support the uptake of alternative proteins. Drawing on insights from LIKE-A-PRO Living Labs, behavioural intervention pilots, and stakeholder perspectives, it explores how communication can move beyond awareness raising to build trust, curiosity, and readiness to act. The report highlights that effective campaigns should start from consumer realities and connect alternative proteins with everyday priorities such as taste, convenience, affordability, health, and familiarity. Key recommendations include using positive and inclusive narratives, engaging trusted messengers, tailoring messages to different audiences, addressing concerns transparently, linking communication to practical opportunities to try products, and evaluating resonance rather than reach alone. The report highlights that communication can help make alternative proteins feel more understandable, enjoyable, credible, and relevant in everyday food choices.