As the plant-based food market continues to grow, brands are increasingly turning to comedy and surreal situations to cut through as well as educate consumers on the benefits of their products.
The latest is Califia Farms, which has enlisted Goodby Silverstein & Partners for some good old-fashioned comedy to promote its oat milk drinks.
The idea centers on the insight that when you finally realize how incredible plant milk is in pretty much anything, it's a "Calilujah" moment. And that seems to give people incredible powers, in a couple of spots directed by comedy vet Harold Einstein of Dummy. A pair of co-workers try some and go into a complicated high-fiving routine. And a middle-aged couple have some in their coffee and find they can both effortlessly do the splits.
"'Calilujah!' is a moment of discovery. It’s that feeling you get when you try Califia for the first time and it’s surprisingly delicious,” said Califia Farms Chief Marketing Officer Suzanne Ginestro, in a statement.
"It’s exciting to try new things and we wanted to bring that feeling to life in these spots,” added Hanna Wittmark, creative director at GS&P.