Integrated Campaign

Upfield Professional

Violife. Launching the consumer brand to a new B2B audience.

  • Direct Lead Generation
  • Film
  • Paid Social
  • Social
  • Strategy

Region: UK Sector: Food Services

Challenge

Seeing an opportunity to expand its plant-based portfolio beyond alternative creams and fats, Upfield Professional acquired highly praised, vegan cheese brand Violife. The challenge was to launch the so-far consumer brand and product range into the UK Food Service industry.​​

Despite growing demand for vegan options on more menus, many chefs have had sub-par experiences of vegan cheese in terms of taste or performance or may not have used them at all – meaning that Violife Professional needed to launch to market and build trade credentials simultaneously to change perceptions.

Strategy

Many food businesses had weathered the pandemic to date and needed quick-win solutions to grow their business – Violife helps to broaden menu appeal to Vegans and Flexitarians alike. Having identified Pizza and Burger independents as a high growth market and popular consumer dining out and take away choice, we needed an integrated campaign to inspire and drive trial to get the Violife product range into more chefs’ hands. We also needed to ensure a higher quality of lead to maximise the chances of conversion to purchase.​

Solution

Violife, Brighton Loves It!​

We created a series of cinematic quality films based in the Vegan capital of the UK, Brighton – to showcase the unctuous qualities of Violife as used by the award-winning chefs of an independent Pizzeria and a Burger restaurant. The videos included genuine quotes from customers enjoying their delicious dairy-free pizzas and vegan burgers, as well as first-hand stories of new and returning custom from the chefs.​ ​

We launched a targeted Instagram and Facebook campaign over the peak Summer season, driving leads to a branded sample request page and introduced a new process to help check the legitimacy of leads before approving for sample fulfilment.​

Results

200 %
200% valid leads. Double the verified leads target achieved​
70 %
70% conversion of requested B2B leads validated​
60 K
Over 60 thousand engagements​
417 K
417 thousand impressions​

Campaign films

BRIAN
CHEF & OWNER. MOYOS, BRIGHTON
BRIGI
CHEF & MANAGER. PIZZAFACE, BRIGHTON

Social

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