Welcome to the Violife

Challenge

Extend Violife’s reach beyond die hard vegan audience, to reach new vegans, flexitarians and ethically minded shoppers, grow their audience and awareness in the target areas.

Execution

Capturing this audience at key times in the year (Veganuary, allergy awareness BBQ & Christmas) with a mixture of partnerships, social media, integrated PR and influencer marketing to Welcome new people to the Violife. Some activities were broader, others targeting specific groups, producing recipes, challenge content engaging with the vegan community (in the first year) and flexitarian audiences (in the second year) positioning Violife as tasty dairy free, harm free alternative to cheese.

Result

Through specific activities over 5m+ reached in the UK, in 2019, resulting in high levels of engagement and a 18% increase in followers on social, increasing resonance amongst the vegan and non vegan communities.