Changing perceptions of plant-based alternatives
- Art Direction
Region: Global Sector: Food Services
Flora Professional Plant needed to make their new product portfolio of butter, cream and cream cheese a must for chefs. This wasn’t going to be easy. Many chefs rely on dairy and don’t believe plant-based alternatives work as well. Luckily for us, Flora Professional Plant already had a good reputation among chefs but it is considered a little safe and reliable. We needed to inject some personality into the brand and show just why its professional products stood out from the rest.
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.
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.
Flavour capture sparks
Social media content
Interactive recipe book
Catch A Fire were amazing support. By diving into the hearts and minds of chefs with us, the team developed our launch campaign for the range ‘Does Everything Dairy Does. And More…’ which very simply communicated the proposition of our range in a very impactful way.
“Ingredients like dairy cream and butter are revered by chefs as being unique in their ability to bring richness and indulgence into any dish. While at the same time, they must do a lot of extra work for dietary requests. We needed to convince chefs that the Flora Professional Plant range (plant based alternatives to dairy cream and butter) could easily replace dairy while also solving the workarounds in the kitchen to serve all dietary needs.
And on top of this, chefs are more and more aware of their impact on sustainability. From the outset of the project, the team at Catch A Fire were amazing support. By diving into the hearts and minds of chefs with us, the team developed our launch campaign for the range ‘Does Everything Dairy Does. And More…’ which very simply communicated the proposition of our range in a very impactful way. With speed and agility, the team then turned this Big Idea into powerful assets across all our critical touch points (i.e. digital/social, ecommerce, point of sale, sales tools etc). The result? Amazing! Within a year Flora Plant is on the menu in Starbucks, Ikea, Movenpick, Marks & Spencer… just to name a few.”