Changing perceptions of plant-based alternatives

Strategy

Chefs around the world were struggling to find good plant-based and free-from alternatives to dairy, often having to rely on makeshift solutions and workarounds with a mixture of ingredients for different diets. There was a general perception that ‘dairy alternatives’ just didn’t perform in the same way as dairy.

We knew that Flora Professional Plant had the solution – its new range of products. But to appeal to chefs it needed to move away from ‘safe’ to a new, more challenging tone of voice, that tapped into key tension points in the kitchen and brought them to life in a humorous and entertaining way. These are people who place great importance of foodiness and flavour, so we would also have to consider how best to represent the products in a visually delicious style.

Solution

We developed the creative platform “Does Everything Dairy Does. And More.” enabling us to tackle the common misconceptions about dairy alternatives, whilst highlighting the versatility of Flora Professional Plant’s new set of game-changing products.

Using humour, we had a playful dig at dairy while ensuring we instilled confidence in chefs that this was a premium product, that performed and tasted just like dairy but also did so much more, like cater to those with allergies. The style and tone of the video spoke to today’s busy chefs in a language they understood, pushing the brand personality from being rather corporate and safe to proactive and bold.