Harnessing the power of word of mouth for plant-based brands

Why consumer recommendations matter, and how to spark brand conversations

By Simon Middleton, Senior Writer, ProVeg International

Word-of-mouth marketing is one of the most powerful tools for building credibility and driving growth for brands, especially those in the plant-based market. According to Nielsen, 92% of consumers trust recommendations from friends, family, and peers far more than traditional advertising.¹ For plant-based brands, where taste, ethics, and sustainability play a key role in purchasing decisions, positive word of mouth can accelerate brand adoption and loyalty.

But how much does word of mouth influence growth? And how can plant-based brands encourage organic advocacy among their customers? In this article, we’ll explore the role of word of mouth in brand growth, drawing on perspectives from branding experts Byron Sharp, Jonah Berger, and Seth Godin, along with real-world examples of brands that have successfully leveraged it.

Why word of mouth matters

Word of mouth builds credibility. When people hear about a brand from someone they trust, they’re more likely to try it. Unlike paid advertising, word of mouth carries an inherent authenticity.

It’s cost-effective marketing. While brands can encourage word of mouth, it ultimately happens organically. This means a strong reputation and great product experience can lead to exponential brand awareness without major advertising spend.

Social media amplifies word of mouth. With social media and online platforms, recommendations don’t just happen in person. User-generated content, influencer endorsements, and widely shared posts can help spread awareness far beyond traditional networks.

Although the plant-based market is growing, some consumers are still hesitant about trying products. With this in mind, encouraging word of mouth can be a powerful growth driver.

Does word of mouth really drive growth? The Sharp vs. Berger and Godin debate

Byron Sharp, a professor of marketing science and author of How Brands Grow, challenges the idea that word of mouth is the primary driver of brand success. His research suggests that while positive word of mouth can enhance credibility, it does not replace the need for broad reach and availability on its own. Sharp argues that brand salience (being easily remembered) and physical availability (being easy to buy) are more influential in driving growth. He sees word of mouth as a virtuous by-product of an already growing brand, rather than its main driver.²

Jonah Berger, a marketing professor at the Wharton School and author of Contagious: How to Build Word of Mouth in the Digital Age, takes a very different view. Berger argues that word of mouth is one of the most powerful forces in marketing and that brands can actively create and amplify it. His research suggests that certain psychological triggers – like social currency, emotion, and storytelling – make consumers far more likely to share and recommend a brand. Unlike Sharp, Berger believes that word of mouth isn’t just a by-product of brand growth, but a tool that can be engineered to accelerate it.³

Seth Godin, the bestselling marketing author and former dot-com entrepreneur, reinforces this idea with a broader perspective on how ideas spread. In Unleashing the Ideavirus, he argues that the most successful brands don’t just advertise, they create something remarkable that people can’t help but talk about. Godin sees word of mouth as the ultimate form of marketing because it’s driven by trust and enthusiasm, rather than corporate messaging. He believes that brands should focus less on interruption-based advertising and more on creating experiences so compelling that consumers actively promote them.⁴

For plant-based brands, which often rely on consumer trust, mission-driven marketing, and strong advocacy, Berger and Godin’s perspectives suggest that word of mouth can be a highly effective tool for differentiation and long-term growth – if brands understand what makes consumers share and talk about them.

Encouraging consumer advocacy

While word of mouth often happens naturally, brands can take deliberate steps to encourage it:

1. Deliver an exceptional product experience. The easiest way to get people talking is to create a standout product. If your plant-based cheese melts perfectly, your dairy-free yogurt has the ideal texture, or your ready-meals offer standout flavor, customers will spread the word on their own.

2. Encourage user-generated content. Consumers love sharing aesthetic food photos, reviews, and recipes. Many brands, including companies like Minor Figures and Innocent Drinks, feature user-generated content on social media to encourage more consumers to create, share, and repost content about their products.

3. Work with influencers. Instead of traditional celebrity endorsements, brands can collaborate with smaller influencers who have loyal, engaged audiences and give more genuine recommendations.

4. Create a referral program. Rewarding customers for recommending your brand to others can turn satisfied buyers into active brand advocates.

5. Engage communities and events. Brands like Heura use bold activism, while Beyond Meat focuses on sampling events and festivals. Both approaches can help keep people talking long after they’ve bought the product.

Case studies: word of mouth in action

Greggs: leveraging controversy with the vegan sausage roll
Greggs’ introduction of its vegan sausage roll became one of the UK’s most talked-about food launches. The buzz was amplified when TV host Piers Morgan criticized it, giving Greggs even more visibility and consumer advocacy. This is a classic example of how brands can use controversy and conversation to fuel word-of-mouth marketing.

One Planet Pizza: small stunts with big impact
One Planet Pizza has built a passionate following by using playful, attention-grabbing stunts to spark conversation. From distributing free pizzas to hosting plant-based pizza challenges, they create memorable, shareable moments that encourage organic word of mouth. Their grassroots approach, coupled with bold visuals and a fun, rebellious tone, helps them stand out in a busy market of plant-based start-ups.

VFC: activism that fuels word of mouth
VFC (Vegan Fried Chicken) has built its brand around bold activism and unapologetic messaging, sparking conversations far beyond just its products. From provocative marketing campaigns that challenge factory farming to PR stunts like sending free vegan chicken to KFC employees, they work hard to create moments that get people talking. Their exciting, mission-led branding doesn’t just sell food, it invites consumers to take a stand, making them more likely to share, discuss, and advocate for the brand.

Turning word of mouth into a growth driver

Word of mouth isn’t something brands can force, but they can create the conditions for it to thrive. The key is not just hoping people will talk, but giving them something worth sharing.

For plant-based brands, where consumer trust and advocacy are crucial, conversation can be a powerful way to build credibility and awareness. However word of mouth works best when combined with strong brand visibility and availability. The brands that succeed don’t rely on word of mouth alone – they make themselves easy to find, easy to buy, and impossible to ignore.

Catch up on my previous branding article in this series. For more support on your alternative protein branding, contact our experts at [email protected] and subscribe to our newsletter and podcast.

1. Nielsen (2012). Global Trust in Advertising Report. Available at: https://www.nielsen.com/.
2. Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know.
3. Berger, J. (2013). Contagious: How to Build Word of Mouth in the Digital Age. Simon & Schuster.
4. Godin, S. (2001). Unleashing the Ideavirus. Do You Zoom, Inc.