The Coconut Collaborative, the #1 premium free from dairy brand in the UK, is launching its first ATL campaign with creative by big fish and media planning and buying by Yonder Media.
Yonder Media was appointed to work with the free from dairy brand following a competitive pitch in October, with big fish briefed shortly afterwards.
The campaign aims to capitalise on the rise in demand for plant-based products and will run throughout January. The creative concept is built around the brand’s distinctive packaging: Adam, Eve and the Coconut Tree. It retells the story of the serpent in the Garden of Eden, before revealing the end-line, “Free from dairy but not temptation”.
Media channels range from broadcast TV and VOD to connected TV via Sky’s Adsmart platform, using data from Nectar to reach customers who are already buying into the plant-based category. Social media, OOH, point of sale and sampling complete the plan to ensure The Coconut Collaborative is present at every stage of the purchase journey.
Launched in 2014 by Gü founder, James Averdieck, The Coconut Collaborative is on a mission to spread the coconut-love far and wide by creating the most delicious plant-based yoghurts and desserts, whilst also giving something back to the planet and its people too.
James Averdieck, Founder of The Coconut Collaborative, said: “There’s no denying that the interest in plant-based products has sky-rocketed in recent years. More people are interested in where their food comes from, the environmental impact and so on, and that’s fantastic news, but we know there’s still more to do. We’re very much faced with scepticism surrounding how good plant-based products actually taste, so we’re on a mission to break-through these misconceptions and showcase that plant-based can be delicious, good for you and good for the planet. The ‘Free from Dairy but Not Temptation’ campaign really gets this point across; we’ve got a great team behind it who’ve delivered it in a short period of time and we’re all excited to see it go live.”
Perry Haydn Taylor, founder of big fish, said: “Having helped James Averdieck create and launch his Gü brand in 2002, we worked with him again in 2014 to create The Coconut Collaborative brand. As the brand picks up momentum, we are thrilled to be helping the team to fan the flames with a compelling communications campaign across a range of media.”
Ed Cox, Founder of Yonder Media, said: “We’re so excited to be working with The Coconut Collaborative on the next phase of their growth; it’s a brilliant brand, with delicious products, and in a category that’s rapidly growing. Fast-growth brands like The Coconut Collaborative need a modern media strategy that blends the power of TV with data-driven solutions from the likes of Nectar – to ensure we reach the right audience at every stage of the journey, from advertising right down to the online shopping experience.”
Source: The Coconut Collaborative
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