Creative Collaboration: Good Relations and VCCP Media at the Helm

The creative minds at Good Relations took the lead in conceptualizing the broader campaign. They crafted the creative idea, devised the earned media strategy, curated social and influencer content, while VCCP Media spearheaded the media planning and buying. Digital out-of-home sites were strategically selected across the UK, thanks to data partner Skyrise, placing them in proximity to stores where Violife products are available. The strategy is simple: reach out to flexitarian consumers and guide them seamlessly towards making a purchase.

Influencers Take Center Stage

The campaign leverages the influence of digital creators to amplify its message. Influencer Lagomchef leads the charge with engaging content on Meta and YouTube. Lagomchef will be sharing a mouthwatering recipe for a classic cheese toastie using Violife on TikTok. But it doesn't stop there – a lineup of carefully selected influencers such as Jensplantbase, Alfie Cooks, and Nat’s Nourishment will showcase enticing recipes across YouTube, Meta, and TikTok. The aim? To inspire the use of Violife cheese alternatives in creative and delectable ways.

From Screen to Plate: Lagomchef's Deliveroo Partnership

In a savvy move, Good Relations brokered a partnership with Deliveroo. Lagomchef tantalized taste buds with free vegan toasties last week, demonstrating that plant-based options can be both convenient and mouthwateringly delicious.

Jess Millner, Senior Brand Manager at Violife, Shares Insights

Jess Millner, Senior Brand Manager at Violife, highlighted the campaign's purpose: "It’s clear from our research that January is a month where many struggle to stick to their goals, such as trying out a more plant-based diet. This January, we want to make it easier for people to stay on track with their good intentions, even when the fridge is calling and tempting them to stray from their resolutions."

Conclusion: A Flavorful Journey with Violife

As January unfolds, Violife's campaign strives to make plant-based choices more accessible, flavorful, and exciting for flexitarians. With DOOH innovation and influencer charisma, Violife aims to transform Veganuary into a celebration of diverse and delectable plant-based possibilities. Join the journey, savor the taste, and let your resolutions thrive!