Going above the line to reach an audience in the market for plant-based products

We went nuts when we were appointed in November 2020 as media planning and buying agency for The Coconut Collaborative, the #1 premium free from dairy brand in the UK. And we’re thrilled that the brand’s first ATL campaign is already on air!

The campaign aims to capitalise on the rise in demand for plant-based products and will run throughout January. The creative concept by our friends at big fish 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”.

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. As a result, the media channels in the campaign range from broadcast TV and VOD to connected TV via Sky’s Adsmart platform, using shopper data 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.

The Grocer wrote more on the campaign here.