Brand: NotCo
Agency: GUT
2024
The Challenge
How to change perception and influence entire cultural culinary heritage that threatens the green sea turtle population and risk driving them to extinction?
Many people in South America still eat turtle soup, even though hunting these peaceful sea creatures is illegal.
The question was – how to take turtles off the menu?
NotCo, a Chilean company, collaborated with one chef, a tech-driven food company, and its AI assistant.
Giuseppe (cool name for an AI tool) analyzed 260 plant-based combinations to recreate the taste, texture, and even the molecular structure of turtle meat.
Without harming a single turtle, NotTurtle soup was created, and we can thank AI that it tastes exactly as a turtle soup!
