Dairy-free cheese maker Violife recently debuted a line of lentil-based coffee creamers, Violife Supreme Coffee Creamers, which are available in three flavors with steamy names: Tempting Vanilla, Seductive Caramel, and Boldly Original.
To spread the word, the brand launched Creamy Confessions, a nationwide marketing campaign that features a series of reality TV stars, social media influencers, and online content creators and invites individuals who are “flirting” with going dairy-free to finally commit.
Meryem Leyoussi, commercial and brand lead at Flora Food Group, sat down with The Food Institute for a Q&A session on the campaign’s inspiration and performance so far.
Which came first: the celebrity partnerships or campaign concept?
The concept came first, based on an insight that many consumers flirt with the idea of going dairy-free but struggle to fully commit because the alternatives haven’t lived up to the promise.
We wanted to create a playful, relatable campaign that highlights the hesitation people often feel about making the switch while showing that Violife is here to commit. With our new Supreme Coffee Creamers, there’s no sacrifice – just smooth, indulgent, creamy mornings.
Once we had this storytelling angle around commitment and ending your situationship with dairy, we sought out personalities who could bring this concept to life in an authentic way.
Chrishell Stause, who is dairy-free, resonates with fans who appreciate candor and authenticity, while Bozoma Saint John represents confident decision-making and living boldly.
Sasha Farber brings a playful energy, and his recent relationship headlines create a natural tie-in to our ‘commitment’ theme.
We also partnered with coffee-focused content creators like Noah Stern, who has a passionate following, and broader lifestyle creators like Amanda Cerny and Alyssa Lauren, who reach audiences interested in the vegan lifestyle and animal advocacy.
Describe the user-generated content element.
We’re primarily gathering user-generated content through Instagram and TikTok, where consumers can share #CreamyConfessions and tag @violife_foods in the comments.
We’re seeing everything from humorous coffee “breakup” stories to genuine testimonials about finally finding a dairy-free creamer that doesn’t separate. We also did a “man-on-the-street” style content series at Expo West, collecting creamy confessions from CPG professionals.
What’s particularly exciting is the creative ways people are interpreting the “confession” theme. Some are doing dramatic reenactments of their morning coffee routine. Others are creating before-and-after comparisons with other creamers. The authenticity and creativity coming through in these submissions have exceeded our expectations.
What about the in-person activations?
Our in-person activations kicked off with food truck stops in Los Angeles, Bentonville, and Miami at the South Beach Wine & Food Festival and Miami Marathon. Consumers were able to sample our new creamers in hot and iced coffee, as well as mocktails and dirty sodas.
Beyond product sampling, we feature “Confession Booths” where attendees can write down their own Creamy Confessions for a chance to be featured in our digital campaign.
The response has been overwhelmingly positive, with consumers raving about the creamy texture and delicious taste.
Are reality TV stars and influencers especially appealing to your target audience?
Reality TV personalities and established social media influencers bring a connection to both dating and pop culture, in addition to a relatability that strongly resonates with our target consumers. They’re perceived as “real people” whose lifestyles and choices feel accessible, making them effective advocates for everyday products like ours.
These personalities also tend to have highly engaged followers who value their recommendations, creating a level of trust that’s difficult to establish through traditional advertising.
For Violife, these partnerships help bridge the gap between being perceived as a niche plant-based brand and becoming a mainstream choice that fits naturally into consumers’ daily routines.
Our ideal customers are what we call the “Eat Different!” consumer: Millennial/Gen Z consumers who seek sustainable food experiences and value products that offer quality, taste, and health benefits.
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