The non-dairy category in general has gone gangbusters in the last couple of years, with a proliferation of cow’s milk substitutes for all kinds of yummy, healthy things.
But with it has come a lot of confusion. Soy. Almond. Coconut. That’s before you get to the healthy claims.
Sanitarium asked us to give their Almond Milk line a boost as it was under pressure from the competition. Armed with the insight that it actually tasted really – really – good, we ran a strong messaging campaign in proximity to purchase, backed by in-mall sampling activity, incentivising purchase with a gift. Simple, direct, effective.
We knew once tasted, shoppers would be converted. The nearest stores sold out immediately.
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