In response to growing demand for plant-based foods as more customers look for alternatives to dairy milk, So Delicious Dairy Free is unveiling a new campaign called “Nothing Compares” that shifts focus to the indulgent taste and pure ingredients of its dairy-free frozen desserts, creamers and yogurt alternatives.
With its first campaign from new creative agency Duncan Channon, So Delicious Dairy Free is courting a wider base of health-conscious customers who value both taste and wellness when choosing what to eat – while remaining committed to those who eat dairy-free out of necessity, including individuals with dairy allergies.
The new work, which spans products across the So Delicious portfolio, emphasises taste to erase the perception that choosing dairy-free requires any sacrifice in pleasure.
The campaign comes on the heels of strong sales momentum for So Delicious: 21 percent growth for the So Delicious brand portfolio and 15 percent growth for So Delicious frozen desserts in the latest 52 weeks ending April 29, 2017, per Nielsen, Grocery +supercenter.
“For So Delicious, dairy-free isn’t just a trend to respond to – our brand has built trust with customers by being dedicated to making and perfecting delicious dairy-free foods and beverages for over 25 years,” said Andy Judd, vice president of marketing, So Delicious.
“That’s why we’re excited to showcase the taste, purity and sensorial experience of So Delicious products in a way we’ve never done before. The joy of eating food that is indeed So Delicious and dairy free is the reason our loyal customers – as well as new audiences – choose our brand.”
In particular, the campaign aims to accelerate growth for So Delicious Dairy Free frozen desserts at a time when “free from” products are driving the majority of growth in the $28 billion ice cream market, according to Packaged Facts’ 9th edition Ice Cream and Frozen Desserts US report, and traditional ice cream players are introducing non-dairy options of their own.
According to Nielsen, US retail sales of non-dairy ice cream surged 46 percent in the past year (Latest 52 weeks ending 4.29.17, per Nielsen, Grocery + supercenter).
New digital videos that feature mouth-watering frozen dessert imagery and raw ingredients will run beginning from June 5th for ice cream season, with creamer and yogurt alternative spots rolling out in late summer through October on Facebook, as well as in pre-roll and native video.
New So Delicious Dairy Free print ads will run through June – October in national lifestyle magazines.
Source: Little Black Book