By John Glenday | Reporter

June 23, 2022 | 2 min read

The burgeoning plant-based milk market has a new champion in the form of Califia Farms, the latest contender to the dairy-free drink throne.

Goodby Silverstein & Partners, with media agency Bountiful Cow, brought the milk alternative into the mainstream last year as part of its efforts to help the brand break out of its vegan health food niche and reach the mouths of the third of Britons who consume plant-based milk.

Now, the musically minded ‘Calilujah!’ campaign makes a song and dance over Califia’s Almond cornucopia via a nationwide broadcast, on-demand and out-of-home campaign that rejoices in blessed deliverance from cow milk.

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The up-tempo campaign relies on baritone baristas, singing strawberries and dancing doughnuts to convey its message that “Life’s too short for one type of m*lk”.

Lauren Visagie, the UK senior marketing manager at Califia Farms, said: “We wanted to take people through a sensory tour of our non-dairy offerings and to show the joy that comes from experimenting with different plant milks and to find what you enjoy best.”

Adam Foley, the chief exec of Bountiful Cow, added: “The alternative m*lk category is more and more cluttered, so we’ve been single-mindedly focused on making Califia famous with bold executions in East London – the heart of coffee culture – and putting the brand bang in the mainstream on the summer’s biggest TV shows.”

The public can expect to see the work throughout July with appearances scheduled on Love Island and The Great British Bake Off, spilling over into less traditional mediums such as murals and break-out activity across the UK coffee capital of East London.

This follows moves by more established brand Alpro to distinguish itself from the competition by declaring ’This Is Not M*lk’.

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