Silk conducts Intermittent Veganing campaign
Danone Canada has begun a new marketing campaign called “Intermittent Veganing” for its Silk line of plant-based beverages. The campaign encourages consumers to add more plant-based foods products to their diets. It includes the participation of Canadian chefs Chuck Hughes, Matty Matheson, Connie de Sousa and John Jackson, who tend to specialize in meat-based dishes.
The initiative takes the form of a national contest which invites consumers to submit “veganized” version of meals traditionally featuring meat. Each participating chef will also develop a “veganized” version of one of their dishes. The recipes will be posted online at <http://www.silkcanada.ca> and social media sites. The company has also released an extension for the Google Chrome web browser which will automatically substitute non-dairy ingredients into recipes on the Internet.
The campaign was developed by Momentum Worldwide with media work by Wavemaker. Social media and influencer activities are being conducted by Carl. The Chrome extension was developed Timecode Lab, while the website was created by La Grange. Public relations are being handled by National.
“With changing consumer preferences, this light-hearted term is about empowering those who might not want to take the full vegan plunge, but who acknowledge the benefits of a more plant-forward diet,” said Genevieve Bolduc, marketing director of the plant-based category at Danone Canada. “We’re seeing more and more people adopt plant-based diets but with all the new choices available, it can be overwhelming for Canadians to decide how they might want to adapt their diets. This campaign is really about acknowledging the little changes you can make with just a few plant-based options swapped into your day.”