Redefine Meat: Cooking Up a Plant-Based Launch

The Brief
Redefine Meat needed a set of high-impact videos to support the launch of seven new plant-based products in Morrisons superstores across the UK. The brief was all about showing the versatility of the range and how the products cook, look and feel in a real kitchen. They wanted cinematic visuals, rich sound design, and a style that felt like a Netflix food documentary trailer.

Our Approach
We leaned into the idea of food as experience. This wasn’t just about the ingredients: it was about sound, texture and visual mood.

We filmed in a home kitchen, capturing the sizzle, steam and seasoning through close-up cooking sequences. The shots were sleek and atmospheric, with chef-like energy but a real-life setting.

We delivered one main video covering the full product range, alongside seven short-form reels designed for individual product stories.

What We Delivered
• Cinematic overview video featuring all seven products
• Seven social-first reels for individual SKUs
• Full creative direction, styling and scripting
• One-day shoot with high-volume content output

Behind the Scenes
The schedule was tight, but the vibe was great. We had a lot to get through in a single day with multiple dishes, multiple setups and rapid turnarounds. It was high energy but ran like clockwork.

We planned everything carefully in advance, which gave us the space to be creative on the day and still capture every shot we needed.

The Outcome
The final content is being used to support Redefine Meat’s UK rollout across social, digital and trade platforms. Each video showcases how the product cooks and how it fits into a vibrant, modern plant-based lifestyle.

The team were extremely pleased with the results, and the content exceeded expectations by delivering multiple versatile edits from one shoot.

Why It Mattered
Redefine Meat is reshaping the way people see plant-based food. Getting to play a part in that shift was exciting. We love working with brands that bring innovation, and this was exactly that, a bold idea backed by quality products, shot with creative intent and fast delivery.

Client Feedback
Working with Novus Nine was a pleasure from start to finish. Sam and Dom took the time to understand our goals and brought creativity, flexibility and speed throughout the project.

They translated our ideas into visually stunning content that exceeded expectations. We walked away with multiple edits, ready to use across platforms, and had a great day shooting together. Agile, professional and a joy to work with! We will definitely collaborate again.

Want to launch your next product with visual impact?
Let’s make it unforgettable. Get in touch today!