Vegan alternatives are made to look pretty appealing in VCCP Media’s campaign for Violife, which swaps out the word “cheese” and uses “change” instead. Anyone for a “Changeburger” or “changecake”?
The “Change your cheese” campaign, which was put together by VCCP Media with two Greek outfits — creative agency Newton and production house Topcut-Modiano — will run for the rest of the year.
Thania Drakopoulou, global marketing manager at Violife, said: “Finding the right balance and communicating how a plant-based, vegan option can find its place in every home, was not an easy task. VCCP helped us identify the right ingredients in our media ‘recipe’, resulting in a campaign that promotes the ease of turning every-day food into a delicious, dairy-free meal.”
Vassilis Maragos, managing director of Newton, said: “Since the beginning of the pandemic, we have witnessed a global value-system shift. Based on this insight, the new Violife campaign suggests a positive change in our dietary habits through a symbolic change in the grammar of our favourite foods.”
MAA creative scale: 6