Non-dairy drinks company Califia Farms has launched a nationwide broadcast and out-of-home campaign to promote its plant-based milk Calilujah!
The campaign marks a ‘major shift’ in media strategy for Califia Farms as it looks to expand its reach beyond ‘niche’ health-food and vegan audiences, recognising that a third of British people now drink plant-based milk.
The news comes a month after British milkshake brand, Shaken Udder, launched its “biggest ever” digital out-of-home advertising campaign.
The accompanying Calilujah! high-energy musical film, created and planned by Goodby Silverstein & Partners (GS&P) and Bountiful Cow, sees the plant-based milk promoted by singing baristas, synchronised strawberries, and dancing donuts.
READ MORE: Keeping the cow: How Shaken Udder’s rebrand will be shaking up the milk sector
The online video will run alongside an ‘expansive’ BVOD strategy, targeting audiences belonging to ITV’s Love Island and Channel 4’s The Great British Bake Off.
As well as this extravagant 30-second bit, the milk brand will step away from more traditional OOH media and delve into murals, bus-wraps, and digital OOH, with break out activity debuting East London – the supposed heart of coffee culture in the UK.
“We recognise that the behaviour of opting for plant alternatives to milk is mainstream,” Califia Farms UK senior marketing manager, Lauren Visagie said.
“We wanted to take people through a sensory tour of our non-dairy offerings and to show the joy that comes from experimenting with different plant milks and to find what you enjoy best”.
The “Life’s too short for one type of milk” strapline intends to drive awareness across broadcast audiences throughout the UK. Plant-based diets are proven to be more climate-friendly.
Bountiful Cow CEO Adam Foley added: “The alternative m*lk category is more and more cluttered, so we’ve been single-mindedly focused on making Califia famous with bold executions in East London – the heart of coffee culture – and putting the brand bang in the mainstream on the summer’s biggest TV shows”.
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