Plant-based drinks brand Plenish is taking its commitment to ingredient transparency to the next level with a new campaign that touts its all-natural credentials.
Devised by London-based creative agency Recipe, the out-of-home push highlights the brand’s ‘Nothing to hide’ positioning with a stripped-back creative emphasising its natural ingredients.
Running until to 3 November, the creative will be visible across a range of key sites including Old Street, Angel, Walthamstow Central, and Clapham Common, as well as train stations in London, Bristol, Brighton and Manchester.
“Plenish stands out from other brands by making plant-based m*lks like no one else, and we wanted our communications to reflect that,” Britvic marketing and ecommerce director, Alex Petrogiannis said.
“We took a bold approach, stripping back our packaging to highlight the pure, natural ingredients that go into our m*lks, underscoring our dedication to transparency and quality. As awareness of unnecessarily processed food grows, we want consumers to know that when they see Plenish on the label, they can trust it’s all good.”
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This latest work will mark Plenish’s largest marketing investment to date, and will be amplified by a sponsorship of Waitrose-owned podcast Dish, hosted by Nick Grimshaw and Angela Hartnett.
As part of the campaign, the brand has also appointed Times best-selling author Emily English as its new chief nutrition officer. In her new role, she will put out related content across her Instagram and TikTok accounts.
She added: “I’ve been a fan of Plenish products for years, and am thrilled to have been appointed its chief nutrition officer for their upcoming M*lks campaign.
“In this role, I am looking forward to helping educate people on how good nutrition doesn’t have to compromise on flavour. There is so much value in making easy swaps to upgrade your health, and prioritising diets full of whole foods and plants.”
