# Provocative AR Campaigns NotCo's 'Not So Happy Animals' Presents Food Logos in a New Light By Laura McQuarrie | Published 2024-01-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/not-so-happy-animals References: [adweek](https://www.adweek.com/brand-marketing/notco-uses-ar-to-highlight-the-reality-behind-happy-animal-food-logos/) & [nothappy](https://nothappy.com/)  Plant-based food-tech company [NotCo](https://www.trendhunter.com/trends/notburger) is changing the way people think about animal products with Not So Happy Animals, its newest campaign leveraging [augmented reality](https://www.trendhunter.com/trends/avolotto-lens). Using their mobile devices, consumers in the United States can visit the brand's microsite and scan animal food logos to get a musical message. "If we really want to change the conversation, we need to be bold," said NotCo founder and CEO Matias Muchnick, "We are using this simple yet powerful insight: ‘why do logos of happy animals actually sell dead animals?'" As part of the provocative Not So Happy Animals campaign, NotCo also released a two-minute film that depicts seemingly happy logo animals singing about their true feelings. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 85% | Activity: 90% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Augmented Reality in Marketing:** NotCo's provocative AR campaign challenges consumers to rethink their perception of animal products by using augmented reality technology to bring food logos to life. - **Plant-based Food Revolution:** NotCo's Not So Happy Animals campaign is part of a larger trend towards plant-based foods, disrupting the traditional meat industry by appealing to consumers' ethical concerns. - **Bold and Provocative Advertising:** NotCo's campaign demonstrates the power of bold and provocative advertising to spark conversations and challenge societal norms, encouraging other industries to consider similar approaches. ### Who This Affects Most - **Food Tech:** NotCo's innovative AR campaign presents disruptive opportunities for the food tech industry by reimagining how food products are marketed and encouraging a shift towards plant-based options. - **Marketing and Advertising:** NotCo's Not So Happy Animals campaign highlights the potential for disruptive innovation in the marketing and advertising industry through the use of augmented reality and provocative messaging. - **Meat and Animal Product Industry:** NotCo's campaign poses a disruption to the meat and animal product industry by challenging the perception of animal-based products, prompting consumers to consider alternative options. ## Related on Trend Hunter - [AI-Powered QSR Campaigns](https://www.trendhunter.com/trends/fastfood-ad.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [AR-Enabled Oat Drink Packaging](https://www.trendhunter.com/trends/alpro-and-appetite-creative.md) - [Puppet-Starring Oat Milk Campaigns](https://www.trendhunter.com/trends/new-norm-al-show.md) - [AI-Created Vegan Burgers](https://www.trendhunter.com/trends/notburger.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Vegan Food Branding Updates](https://www.trendhunter.com/trends/impossible-foods-3.md) - [Unconventional Changemakers Campaigns](https://www.trendhunter.com/trends/daring-moves.md) - [Alternative Butter Ads](https://www.trendhunter.com/trends/crush-expectations.md)