Taking vegan cheese mainstream
Consumer PR, Influencer marketing
Growing dairy aisle listings in major retailers with Violife.
Veganism in the UK has grown by 350% over the last decade with more and more consumers becoming conscious about the food they eat, choosing healthier and sustainable alternatives to dairy and meat products in their diet.
But just how easy is it to swap out the cheese? Enter Violife!
Growing Violife at a rate of 79%
We identified that the switch is not just easy, but also fun and enjoyable, because Violife not only tastes great, but also melts, grates and slices just like cheese meaning that everyone can still have their every-day favourite cheesy dishes – just dairy free!
Working as part of an integrated team with the VCCP Partnership, our challenge was to get Violife noticed by those already in the vegan market but also to engage a mass market audience, communicating how a plant-based option can find its place in every home.
Together, we developed ‘Welcome to the Violife’ a multi-channel creative campaign to take Violife from ‘alternative aisle’ to ‘dairy aisle’, all timed to coincide with the Veganuary movement in January.
To land Violife in the mainstream media, we commissioned new research to create a news hook which captured the most common misconceptions around veganism. We teamed up with celebrity vegan ambassador Jay McGuinness to launch the research, landing national media coverage and sparking broadcast debates on radio.
Supporting Jay McGuinness, we built a squad of ‘vegan curious’ influencers and encouraged them to showcase Violife’s versatility by creating a series of Instagrammable recipes for their channels from raspberry cheesecake cupcakes to plant-based Mac ’n’ cheese.
The campaign was backed-up by a press office landing seasonal recipe and product coverage as well as a series of ‘one step’ recipes and tips on social media channels showing how consumers can switch to the Violife.
Most recently we launched Violife into the pizza world with a star-studded launch for the new Violife Pizza Hut collaboration, fronted by Jay McGuinness.
Our campaign gave Violife number one share of voice in the press and record levels of engagement on social channels.
The results speak for themselves with Violife growing at a rate of 79% and continuing to grow ‘dairy aisle’ listings in major retailers including Sainsbury’s, Tesco, Waitrose and Asda.