The Sojasun brand, which belongs to the Triballat Group, produces 100% plant-based food products. In 2013 we launched an elaborate, structured communication campaign to relaunch and strengthen the brand on the Italian market.
Aim: increasing brand sales and performance and overcome the contradiction in people's minds between plant-based health food and traditional, tasty products.
Who said you can't eat well if you eat healthy? By creating mouth-watering brand messages, we focussed on the attention the brand actually pays to flavour and recipes. This original approach for the plant-based product market broadened the target public and created the “yummy effect” to tempt consumers to try the products.
The target shifted from the niche health food market, attracting a wider public that was more open-minded and eager to try new flavours. The decision to use TV as the advertising media, with a 15" multi-subject ad, produced excellent results: Sojasun is now the second best-known brand in the plant-based food sector and first in the plant-based food deli sector (* Eurisko data)
By using different channels in our campaign, we were able to experiment with different styles and formats without deviating from the brand's values and strategy. The energetic mood and the settings taken from everyday life engaged the public in a dialogue that was recognisable, friendly and packed with tips and advice.
The website is packed with information, updates and recipes. Our social media strategy included repositioning the brand's online presence and it produced excellent results in terms of positive conversations about the brand, fan base growth and creation of a world of images, ideas and unique values to share.
The Sojasun project was developed to stimulate attention, provide customers with information and get people taking about the brand through different touchpoints: traditional channels, shops, direct marketing, online and offline PR, the Internet.