Movement creates Vitalite dairy-free social campaign


Saputo Dairy UK’s dairy-free spread Vitalite has launched a social media campaign that celebrates the joy of a dairy-free lifestyle.

Movement creation

The campaign Viva La Vitalite has been created by digital creative agency Movement, and is the brand’s first ever social media activation.

The campaign aims to build awareness and drive brand relevance, while also establishing Vitalite’s presence on Instagram. 

Viva La Vitalite launched this week and will run throughout Q1 in 2020. It’s the first paid social media campaign by the brand and is solely focused on Instagram.

It supports Vitalite’s role as the ‘cheerleaders for the joy of dairy-free’, the firm said.

For people who are already dairy-free, the campaign will champion a life they’re already living – celebrating the pride and passion they feel about their lifestyle.

For new audiences, Vitalite will show them that going dairy-free doesn’t mean missing out on the things you love. It said this would reframe the dairy-free life with Vitalite’s positive brand of sunshine joy.

The campaign will also promote Vitalite’s on-pack partnership with online vegan cookery brand BOSH!, which allows exclusive free trial of the new BOSH! Method Online Plan across promotional packs of Vitalite spread.

Vitalite growth

Vitalite is valued at £11.1m and claims to be the UK’s number one dairy-free spread. The firm said it’s bought by over two million households and selling almost double the volume of its nearest competitor.

“A dairy-free lifestyle doesn’t have to be one of compromise. In this campaign, Movement has captured perfectly the joy that comes with feeling good about your everyday lifestyle choices”, Andrew Curzon, senior marketing manager, Saputo Dairy UK said.

“It’s distinctive and disruptive and will help Vitalite, as one of the country’s leading dairy-free brands, reach new audiences.”

Sarah Cantillon, managing partner, Movement said: “We’re delighted to be working with Saputo Dairy UK as a creative digital agency for Vitalite on its first ever paid social campaign.

“Instagram is an important channel for the brand as it looks to build relevance and affinity in an ever competitive market.

“Taking our cue from Vitalite’s iconic 80s advert, we loved re-imagining the brand’s fun, joyful tone for today’s consumers.

“We look forward to continuing to develop a digital presence and community for the brand celebrating their dairy-free joy.”