For Immediate Release
Boucherville, Quebec – September 14, 2020 ‒ Plant-based pioneer Silk is whetting Canadians’ growing appetite for plant-based, environmentally friendly and sustainably grown alternatives with its latest campaign all about “Intermittent Veganing”. This campaign, launching in September, includes partnerships with top Canadian chefs like Chuck Hughes, Matty Matheson, Connie de Sousa and John Jackson who tend to stray towards more meat-based menus to help drive the conversation around flexitarianism and the benefits of plant-based options.
“Intermittent Veganing” and the shift towards plant-based diets
Despite the growing trend towards plant-based and flexitarian diets, Silk recognizes that committing to a fully vegan lifestyle isn’t for everyone. With this campaign, Silk invites Canadians who want to make changes to their eating habits in favour of living a healthier, more sustainable lifestyle – to become part of their own dietary group: The Intermittent Vegans. As coined by Silk, the newly launched cheeky “dietary term” is all about giving those Canadians who might be feeling overwhelmed with an array of new choices and philosophies with something they can rally behind.
“With changing consumer preferences, this light-hearted term is about empowering those who might not want to take the full vegan plunge, but who acknowledge the benefits of a more plant-forward diet,” says Genevieve Bolduc, Marketing Director, Plant-Based Category at Danone Canada. “We’re seeing more and more people adopt plant-based diets but with all the new choices available, it can be overwhelming for Canadians to decide how they might want to adapt their diets. This campaign is really about acknowledging the little changes you can make with just a few plant-based options swapped into your day”.
The Intermittent Veganing chefs challenge & consumer contest
As a key pillar of the campaign, Silk will launch a nationwide consumer contest inviting Canadians to share “veganized” versions of their favourite meat-forward dishes.
To kick-off the contest, Silk brand ambassadors will challenge top chefs from across the country to veganize a favourite staple dish. Renowned Canadian chefs that will be veganizing one of their esteemed dishes will include Chuck Hughes (co-owner of restaurants Garde Manger and Le Bremner), Matty Matheson (Canadian chef and TV personality, former executive chef of Parts & Labour) Connie de Sousa and John Jackson (Co-owners and Co-executive Chefs, Charcut Roast House), Martin Juneau (Pastaga restaurant & vins nature, Montreal), and Adrian Forte (chef and culinary consultant for a number of food service groups in Toronto).
All recipes will be featured on Silk’s channels including @silk_canada and silkcanada.ca, providing simple ways for Canadians to veganize their favourite recipes in celebration of plant-based options. Additionally, Silk developed a Google Chrome browser extension which will provide Canadians with non-dairy alternative ingredients when browsing for recipes they want to veganize on internet.
To further drive momentum around the Intermittent Veganing campaign, Silk will host the contest on its IG feed asking its community to share one recipe they’d love to make vegan, challenging a friend to do the same using the hashtag #intermittentveganingchallenge. Participating chefs and influencers will share the contest and invite their online communities to recreate their veganized dishes. Demonstrating how easy it is to make any meal vegan and inspiring consumers to give “Intermittent Veganing” a try, entrants will be eligible to win $3,000 worth of prizes.
“Silk is proud to lead the way in showing Canadians that plant-based food and beverages can not only be a nutritious choice – they can also be delicious,” said Genevieve Bolduc, Marketing Director, Plant-Based Category at Danone Canada. “At Silk, we believe putting plants first is a meaningful step to change the way the world eats for the better. That’s why we’re committed to inspiring consumers to take the first step, and the next one to progress towards a healthier lifestyle. Silk was founded on the principle of healthy innovation, and we have a responsibility to offer options that help people live more balanced lives.”
Campain Creation: Momentum Worldwide
Executive Creative Director: Raul Garcia
Creative Director: Max May
Strategy: Rodrigo Coelho, Sam Kamiel
Account Service: Ian Kapasi, Derek Mallen, Billie Gore
Production Directors: Jim Chestnutt, Jacqueline Bellmore, Claire Gunning
Production House HeydSaffer
Post Production: Married to Giants
Media Strategy & Planning: Wavemaker
Social Media & Influencers: CARL
Chrome extension development: Timecode Lab
Website: La Grange
Public Relations: NATIONAL Public Relations
About Danone Canada
One of Canada’s Top 100 Employers, Danone Canada is a business unit of Danone and operates from headquarter offices in Boucherville, Quebec, and Mississauga, Ontario. Danone Canada is the country’s largest consumer-facing Certified B Corporation®, demonstrating that the company meets the highest standards of social and environmental performance, accountability, and transparency. Danone Canada’s ambition is to produce healthful dairy and plant-based products, as well as coffee creamers and beverages; to create economic and social value; and to nurture natural ecosystems through sustainable agriculture. Its portfolio of brands includes Activia®; Oikos®; DanActive®; Danone®; Silk®; So Delicious®; Light and Free®; YoPRO; Danette®; Stok; International Delight®; and more. For more information about the company, please visit www.danone.ca; facebook.com/danonecanada; Twitter (@DanoneCanada) or LinkedIn (Danone Canada).
About MOMENTUM Worldwide
Momentum Worldwide is the world’s first global experiential advertising agency. Built on the simple truth that it’s not what brands say, it’s what they do that matters. Momentum Worldwide delivers total brand experiences by blending creativity, technology, strategy, insights and flawless execution. The agency has concurrently been named Best Sports Marketing Agency, Best Experiential Agency, Best Place to Work, Agency of the Year and Most Honored Marketing Agency by multiple outlets and award shows around the world. Most recently, Momentum Worldwide was honored with the Industry Craft Grand Prix at Cannes. Momentum Worldwide is part of the Interpublic Group of Companies.
About Wavemaker Canada
We believe there is always a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. The Wavemaker way is globally consistent. Fuelled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,200 people across 90 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses.
We are a part of GroupM, WPP’s global media investment management company, with offices in Canada in Toronto and Montreal. Wavemaker Canada has been named on the ‘Great Places to Work’ list five years running, including recognition for Inclusion, Workplaces for Women and Mental Wellness. Discover more on wavemakerglobal.com, Twitter and LinkedIn.
About La Grange:
With more than a decade (13 years) of experience, La Grange has become a leader in digital creation, web design, and content production. Our goal is to create creative experiences that engage users. Not only do we have good ideas, but we also achieve results.
About Timecode Lab:
Timecode Lab is a digital design and experiential agency.
Working closely with forward-thinking brands, we use technology to create unforgettable experiences. We offer full-service digital production, Augmented Reality, Virtual Reality and Machine learning projects.
Carl is a social media, digital and influencer content production and strategy agency.
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For media inquiries:
Director of Communications