ABOUT

Challenge:
After three seasons of the Make It Plant campaign, we wanted to freshen things up and create a campaign that was a little more disruptive. The barrier that needed to be broken is the perception that plant-based alternatives can’t perform as well as dairy in professional applications.

For this project, we wanted to address this specifically with the Violife Professional range of dairy cream alternatives. Whilst not all in the range are 100% plant-based, they all offer a highly functional alternative to dairy with even more great benefits. Our challenge was how we could strike an emotional chord with operators and say: dairy cream, you’re out of date, in a format that wasn’t just straight-up recipe inspiration.

Strategy:
As with the previous seasons of Make It Plant the goal is to have more operators understand the benefits of ditching dairy and see an uptake in use of plant-based alternatives. After many years of working in foodservice we understand the pace of the professional kitchens and common tensions that operators face in their day-to-day. Fortunately, dairy cream alternatives can be a solution to a few of them.

Our approach was to curate the key benefits that Violife Professional products bring, in a series of films. With the use of humour and hyperbole, we created six scenarios that showcase these benefits in a disruptive way:

Cow in the Kitchen: Can you imagine having a cow cause mayhem in your kitchen? With a very special guest we exaggerated that dairy makes things more difficult in a professional kitchen dealing with allergens today.

More: Chefs have high standards, so they need ingredients that can measure up. So just imagine how much more you can do with dairy cream alternatives that outperform dairy!

Sustainability: ESG goals to meet? Carbon footprints to crush? Don’t sweat it – swapping to plant-based alternatives is a simple step that can have a big impact on your carbon footprint.

Special Request Alert: Don’t let special dietary requests cause alarm. When you have ingredients that are allergen free, you can cook in your kitchen panic-free.

Serve Everyone: There are a lot of different diets that Chefs need to cater to today – and you can keep them all happy with creamy dishes, sans-cream.

Tasting: Many chefs think alternatives will compromise the taste of their top dishes, not with our range of dairy cream alternatives.

Woven into each of the above narratives was the functionality of the products, demonstrated across key applications as a proof point. From gooey gratins to creamy pasta sauces, light and fluffy tiramisu, and sticky crème brûlée. These alternatives are a 1:1 swap from dairy that do even more.

Creative Solution:
Filming in one hired kitchen over the course of three days, we captured the content to create the six narratives demonstrating how dairy cream alternatives benefit professional kitchens today.

Our 2020 campaign ‘Dairy you’re out of date’ resonated well with our target audience, so to bring back a familiar face and create brand saliency, we rehired the same talent to bring our cheeky scripts to life.

To maximise the content captured and to ensure a joined-up user journey, we created multiple assets from each kitchen scenario – a master video, 3 social assets, plus content for a landing page and email.

The content was paired with a comprehensive performance marketing strategy across 6 different European markets to ensure that the campaign is seen by the right people, at the right time, and at scale.