Maple Leaf Foods brand Greenfield Natural Meat Co. is promoting a new kind of diet for eco-conscious meat eaters who want to enjoy their favourite staple foods without the associated guilt.

Called the “Low Carb(on) Diet,” the new campaign was developed with agency partner No Fixed Address and directly addresses the guilt of meat consumers who are aware that the animal agriculture industry produces at least 16.5% of worldwide greenhouse gas emissions. Rather than urging them to take drastic measures such as eliminating meat from their diets in entirety, the carbon-neutral Greenfield is presenting an alternative: its own products.

“A lot of the time, people associate Earth-conscious decisions with sacrifice,” Shawne Elnicki, account director at NFA, tells strategy. “People love meat. It’s high protein and good for you. We’re in a moment where people have to make choices, but with Greenfield, they don’t have to sacrifice meat.”

Built around a 35-second hero spot, the campaign is running across connected TV, digital, social, paid search, in-store retail and OOH, with media handled by Fuse Create. The spot acts as a manifesto for the consumers the brand is targeting – people who are considering or who have given up meat at least some of the time, for the betterment of the environment.

The strategy is being executed across North America, capitalizing on the brand’s “unique message” to court consumers on both sides of the border in a departure from the more market-specific tactics the brand has executed in the past. This is because the goal is to work outward from the campaign to entrench the “Low Carbon Diet” as a “lifestyle.”

“We want to open peoples’ eyes to the problem if they aren’t already aware of it, but also offer a solution,” says Rena Menkes Hula, VP and group creative director at NFA. “Vegan alternatives are of service to people who have moral issues with eating animals at large, but if it’s just about finding ways to lower your carbon footprint as a meat eater, we’re looking at you.”

This is especially true for the eco-conscious mother, who is often in charge of buying the groceries and looking after the dietary needs of her family, Elnicki says. “If we can solve this part of the equation for her and eliminate the guilt, it makes her life that much easier,” she adds.

To that end, the brand has also established a digital hub that offers advice, recipes and ingredient swaps as part of a broader goal to educate consumers on how they can use Greenfield’s products to still enjoy meat without the associated guilt.

“It’s one thing to tell people we exist and they should choose us, but we wanted to engage them and make things less daunting,” says Hula. “We don’t just want to tell them to buy our products but also show them recipes they can use it in. The brand sees itself not only as a leader but also a coach in this space.”

The campaign will be in market through November.