Fable Food crafts delicious, minimally processed plant-based meat alternatives using shiitake mushrooms to deliver rich, savory umami flavors.
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See all ads on AdLibrary →Fable Food Co is an Australian plant-based meat brand founded on the Sunshine Coast in 2019 by Michael Fox, Jim Fuller, and Chris McLoghlin. Using shiitake mushrooms as a base, Fable makes braised-beef-style products that are GMO-free and preservative-free, and has been endorsed by Michelin-starred chef Heston Blumenthal. Also searched as Fable.
Fable's paid strategy leverages the Heston Blumenthal endorsement as a credibility anchor — Michelin-star approval signals premium positioning in a category often associated with processed ingredients. Clean-label messaging and foodservice placement (Grill'd, fine dining) reinforces retail ads. Browse Fable Food ads on AdLibrary to see how chef credibility translates to DTC creative.
Instagram showcases recipe-forward creative that demonstrates the textural quality of mushroom-based meat — key because consumers are sceptical of plant-based texture. Facebook targets flexitarian and plant-based interested audiences (30–55) in metro AU markets. Foodservice audience targeting supports the B2B channel alongside consumer-facing retail campaigns.
Copy emphasises the 'braised beef' texture claim, clean ingredient list (shiitake, coconut oil, soy sauce, tapioca), and the Blumenthal endorsement. 'Hundreds try it without knowing it's plant-based' social proof is a high-converting creative angle. Recipe demonstration videos outperform static product shots.
Fable's celebrity chef endorsement strategy shows how premium foodservice placement can legitimise DTC and retail positioning simultaneously. Getting on Grill'd and fine-dining menus created social proof that reduced consumer scepticism before retail launch. The lesson: foodservice is a marketing channel, not just a revenue channel.
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