Plant-based cheese brand Violife has launched a campaign targeting New Yorkers who  are dairy intolerant, vegan and curious cheese lovers and encouraging them to Give It Up For Violife. The campaign will run across a variety of marketing channels and is designed to increase awareness, drive trial and change the perception of the plant-based category. 

The campaign includes connected TV advertising on platforms including Hulu and Youtube as well as paid social across Instagram and Facebook. It will also run on high impact digital out-of-home units throughout NYC, at locations such as outdoor/urban panels, store fronts, and checkout lanes. Supermarket shoppers will see various print and digital coupons, mobile rebates and signage at key retailers including Whole Foods, Stop & Shop, Food Bazaar, C-Town, Key Food and BJs. To drive trial, Violife will partner with TimeOut as a sponsor of the upcoming TimeOut Market where Violife will sponsor pizza workshops on 21 May and 11 June. A dedicated article and social posts are also part of the partnership. 

Additionally, Violife’s own food truck will be visiting high traffic areas throughout the city and surrounding areas, sampling products to passers-by