Agency: Geometry Global New Zealand
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 sampling experience built around the ethos of natural goodness. We gained free PR, media on TV and across digital channels based on the strength of the creative.
To create the experience we collaborated with chefs to pioneer innovative techniques in mass producing fully vegan, all natural food creations. Techniques that have now been incorporated into culinary school curriculums. We inspired plant milk sceptics to try and buy So Good products and expand their cooking repertoire and we gave Aucklanders a super cool experience right in the heart of the city.