Make it plant. Inspiring chefs and operators to adopt a plant-based menu.

Art Direction
Creative Design
Film
Social
Strategy

Region: Global Sector: Food Services

Challenge

Many professional chefs and operators still have misconceptions and hesitations towards plant-based ingredients, not knowing the wide range of benefits for their kitchens. Violife Professional needed to show how valuable their range of dairy alternative ingredients are, not just for serving today’s diverse dietary requests, but also for their operations.

This campaign was an opportunity to create a central supply of content to standardise the digital communication approach and create brand consistency across all Violife Professional markets.

Strategy

Our objective was to encourage chefs to add more plant-based dishes to their repertoire as it is becoming a mainstream diet. We broke our approach into four sprints, inspiring chefs to #makeitplant when inventing new seasonal dishes.

The key messages demonstrate the functional and emotional benefits for chefs when they cook with Violife ingredients, with no compromise on the taste or performance of their dishes. They reduce workarounds from dietary requests, bring in business by attracting new customers following modern diets, are help reduce CO2 emissions in the kitchen.

Solution

Each quarter we managed a two-day shoot with Violife’s chef team at their R&D centre. Bespoke recipe content gave us the freedom to design assets tailored to the strengths of each channel, in a variety of social and digital formats. Providing consistent content for global markets that inspires a creative spark, not dictates. During this campaign, we created over 1000 assets across the company website, email, Instagram, Facebook, LinkedIn and third-party platforms.

Five of the local markets are already rolling out the content across their channels, combining it with local content and lead generation strategies to enhance their offering to chefs.