Convincing traditional Chefs that plant-based is a great alternative to dairy
Challenge
After three seasons of our Make It Plant campaign, we wanted to freshen things up and create a campaign that was a little more disruptive with a focus on the client’s alternative creams portfolio.
The barrier that needed to be broken is the perception that alternatives can’t perform as well as dairy in professional applications. Our challenge was how we can strike an emotional chord with operators and say: dairy cream, you’re out of date.
Insights
The goal is to have more operators understand the benefits of ditching dairy and see an uptake in use of plant-based alternatives. After years of working in foodservice we understand the pace of the professional kitchens and common tensions that operators face in their day-to-day.
With the use of humour and hyperbole we created six scenarios that showcase benefits their portfolio brings in a disruptive way. 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.
Solutions
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.
We rehired the same talent from our 2020 Flora campaign to bring our cheeky scripts to life and create brand saliency. 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.
