Redefine Meat & Moburst Bring Home Two Prizes at the 2022 Smarties Awards

We’re delighted to announce that we struck gold at the prestigious EMEA 2022 MMA Smarties Awards, one of the most important marketing recognitions in Europe. With thousands of entries, the awards aim to highlight the most effective modern marketing campaigns across Europe, the Middle East and Africa. 


In collaboration, Redefine Meat and Moburst won:

  • Gold Award: Product/ Service Launch for an international launch
  • Bronze Award: Short or Long Form Video for an international launch video
Redefine Meat Awards

The Smarties Awards ceremony, hosted by the Mobile Marketing Association (MMA), takes place annually. It highlights outstanding innovation, creativity, and pioneering approaches that result in significant business impact. This year’s ceremony took place in Istanbul on December 6th. 

“We are honored and privileged to be here and accept the MMA Smarties awards. Redefine Meat began as a small food tech startup to bring delicious new-meat that is good for the environment and kind to animals” shares Yair Restatcher, Digital Marketing Manager of Redefine Meat. “We chose Moburst as our strategic partner to fulfill this mission. We’re proud to see the results of our work together recognized by our peers as we continue our journey to become the biggest meat company in the world”.


International Competition 

It’s an honor to have been recognized for our incredible work with Moburst among such highly regarded competition. Thousands of big companies applied to the awards, meaning Redefine Meat was competing against other brands such as Fanta, Domino’s Pizza, McDonald’s, Disney+, Vodafone, Johnson & Johnson, Doritos, Knorr, Samsung, and a wide variety of other world renowned brands.


Board of Judges

We would like to offer our sincere thanks to the esteemed board of judges. By inviting outstanding industry professionals to serve on the Jury board, MMA has ensured impartiality and upheld true industry standards within their assessment criteria. The board is made up of an impressive range of CMOs and Marketing Directors for renowned global companies such as Mastercard, Marks & Spencer, The Walt Disney Company, and Discovery Inc. The jurors have now determined the new industry benchmarks. 


Redefine Meat and Moburst Collaboration 

Our thanks continue to our wonderful Redefine Meat team, whose dedication during our launch period (and well beyond into the present day) steered our success and helped us reach the incredible achievements demonstrated in these award wins. We couldn’t have done it without all of their hard work, impressive skills, and true passion for our brand.

Thank you, also, to the team at Moburst, who have driven our marketing campaigns with their invaluable industry expertise. The collaborative approach to our marketing campaigns has kept us on track and maximizing our goals and KPIs, while also representing the essence of Redefine Meat

“It’s amazing to sit together with such a talented group of visionaries, strategize a brilliant plan, and execute it to perfection. This is one of the most adventurous projects we’ve ever dealt with as we needed to impact four main audiences – consumers, restaurants and retailer owners, future employees, and investors, in six different languages” says Gilad Bechar, CEO and Co-Founder of Moburst. 


Gilad continues “We created virtual lines of consumers who pre-registered to taste the products, and leveraged them with the restaurants that would benefit from the traffic if they joined. We collaborated with Michelin star chefs who endorsed the products and created thousands of engaging content pieces. We even achieved 250k followers on TikTok in less than a year. We couldn’t be more proud of the brand recognition that we’ve gained for Redefine Meat, helping them over-achieve their business KPIs in both demand and sales. This is an amazing opportunity to thank them as wonderful partners, as well as the immense team of more than 50 Mobursters who worked on the account day and night in the past year and a half on this incredible adventure.”

Competition Criteria 

Each competition entry had to meet industry-relevant, rigorous criteria. The criteria for the Product/ Service Launch award involved highlighting an effective customer focused launch and the impact it had on consumer perception, sales, growth, and any other forms of measurable success. Innovation, creativity, and clear strategic thinking were also crucial components. 

As for the Short or Long Form Video award, we had to demonstrate how our video campaign was used to create consumer demand and engagement and innovatively use video processes to drive effective business results. Moburst helped us execute this perfectly. 


“Winning the MMA Smarties Awards is an amazing achievement, and it was only possible due to the true partnership between Redefine Meat and Moburst. The day to day communication and strong collaboration between both companies is responsible for driving the campaign success” shares Noa Amit, PPC and Social Team Leader at Moburst.