Critique: MOGA's More Than Meat Campaign - Qufi Creative
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Critique: MOGA’s More Than Meat Campaign

MOGA’s More Than Meat campaign


Recently, MOGA launched a marketing campaign with a goal to empower women. The “More Than Meat” campaign is a series of photos from women wearing a headscarf made out of meat. The idea behind it, is to say that women are more than just a piece of meat.


The campaign is to combat derogatory and misogynistic comments towards their models. ”We were disappointed to read some of the demeaning language on social media and fashion blogs that weren’t directed at our product, but instead, the girls appearances such as the their bodies, ethnicities and facial features,’ the label said in a statement.

The Good:

MOGA aims to promote acceptance and inclusivity, and has realised that it won’t be achieved by simply designing headscarves and modest clothing. The campaign is a good initiative for other Muslim brands to take notice. It is not enough for brands to simply sell a product directed at a particular target group. Fighting a good fight and taking a stand is the key for better brand awareness (read how). In fact, not taking a stand will backfire in the long run. Being silent and accepting towards racist, hateful or negative comments is not an option. Learn how to combat this smartly.

More than meat campaign

The Bad:

The literal interpretation of the campaign is shallow as well as unoriginal. Literal visualisations as such indicate lack of creativity. A few years back, Lady Gaga, known for her bold statements, did the exact same concept with her fully dressed meat gown. However, it turned out to be not all that powerful, as animal rights groups began breathing down her neck. PETA (People for the Ethical Treatment of Animals) released a statement regarding Gaga’s meat dress saying, “Wearing a dress made out cuts of dead cows is offensive enough to bring comment, but someone should whisper in her ear that there are more people who are upset by butchery than who are impressed by it — and that means a lot of young people will not be buying her records if she keeps this stuff up.

Was it memorable, yes! But was it effective? Not really.” Brands need to be aware that they shadow their point by the shock factor. By relying on shock factor only, you create a desperation for attention. In other words, you want to be noticed for commercial rather than social reasons. At least that is what goes on in the mind of the consumer from a positioning point of view.


This is not meant to be a demeaning criticism towards MOGA’s More Than Meat campaign, quite the contrary, this is a positive step towards the right direction. However, brands do need to study the long-term marketing strategy before running along with any idea. It’s easy to start off by examining and learning other peoples’ and brands’ mistakes. The first steps for brand awareness establishes your brand’s position in the mind for your customers.

Author: Anmar Matrood, Brand strategist Qufi Creative
Twitter: @anmarmatrood

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