Sanitarium New Zealand: So Good - Garden of Goodness

So Good, a plant-based milk brand, turned recipes into bite-sized morsels to encourage consumers to try its products in New Zealand.

Agency: Geometry Global New Zealand

Summary Statement

Sanitarium have a range of ethically produced plant based milks under their So Good brand. However these products suffer from a perceived taste barrier. So to stay true to the brand, and with a production budget of under $100k, we created a fully integrated campaign for So Good plant based milks by turning everyday recipes into bite sized morsels that looked like the fruit and vegetables that inspired them.

We engaged with consumers at multiple touchpoints along the path to purchase, based solely on The Garden of Goodness, an immersive and creative...

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