1. Describe the different ways Hampton Creek markets its plant-based food products.
2. Why do sampling and storytelling appear to be effective techniques for promoting Hampton Creek products?
3. Why might an endorsement by Bill Gates add credibility to Hampton Creek products?

Hampton Creek offers plant-based replacements for foods that traditionally use animal-based products. Tetrick hopes his creation will be the solution to the problems he sees in food: animal cruelty, health, cost, and sustainability. The company makes sure to target every group through its integrated marketing communications. Another effective part of the marketing strategy is its press outreach program, as well as its endorsement by Bill Gates. The company relies heavily on storytelling to communicate its message, which is a promotional positioning strategy.