Extensively ripened and topped with Insights: Together with the vegan cheese alternative brand Violife and dentsu germany, we were allowed to go to the refrigerated shelf with a new iLocal campaign.

The goal of the iLocal campaign was to increase awareness of the Violife brand in the vegan cheese alternatives segment. This was implemented using smart geofencing solutions and a combined customer approach via push notifications, digital flyers and digital-out-of-home (DOOH) placements.

The ad pepper media team developed an iLocal campaign setup that included both increasing brand awareness and gathering relevant market insights.

The campaigns were implemented in three steps: creation, delivery and study. In the first step, the advertising materials were designed for later delivery with the help of the in-house adCreator.

The campaign was then delivered through a variety of channels. Digital brand flyers, push notifications, and mobile display ads were played out based on transactional data. These measures took the potential customer to the point of sale, in this case to the selected Edeka stores. Here, the customer was then finally addressed via digital-out-of-home measures on Edeka advertising screens.

In addition, an individual brand awareness survey was conducted both upstream and downstream in the vegan cheese alternatives sector to measure campaign effects.

Some interesting insights were gleaned from the surveys conducted. While the meat alternative products sector is now already an established market with established big players, this is not the case in the cheese alternative products sector._[1],[2]

In an unaided survey, two-thirds of respondents could not name a single brand in the cheese alternatives segment, and no relevant big players in the industry could be defined. In the context of the campaign, the survey thus revealed that the market segment studied is still wide open. This suggests enormous growth and branding potential for the Violife brand.

Another exciting insight: The advertising materials with recipes and calls to try performed similarly well to those with discount offers. Normally, ads with discount offers have a much higher performance than others. From this it can be deduced that in the field of vegan cheese alternatives there is still some need to obtain recipes and instructions for use of the products. This insight can be used in further brand communication.

Even more info about our collaboration with Violife can be found here

[1] plant-based_foods_in_germany_-_insights_from_the_retail_market__1_.pdf (proveg.com)

[2] Vegetarianism and Flexitarianism Monitor | Study on Vegetarians and Flexitarians in Germany (splendid-research.com)