This World Earth Day (April 22nd 2021), Vitasoy, a pioneer of soy milk, has declared its mission to Grow a Better World via Leo Burnett Australia.
The new brand platform invites people to drink plant-milk as a more sustainable option for the planet.
The brand idea reflects the significant trend toward plant-based foods and beverages – a movement Vitasoy has been pioneering for the past 80 years. It also signifies a commitment from Vitasoy ‘grow a better world’, with a number of community and sustainability initiatives to be announced in the coming months.
The creative platform is launched with film, PR, OOH and social and salutes current plant-milk drinkers as the ‘everyday activists’ who make a difference over their morning cereal, smoothie or coffee. The film is directed by Sanjay Da Silva (Division) and voiced by Melbourne-based poet Pookie.
Says David Tyack, managing director, Vitasoy Australia: “We couldn’t be prouder of this ambitious new brand platform. Our belief and passion for plant-based has always been at the core of our Vitasoy business, and we’re excited to encourage more Australians to get on board.”
Says Michelle Walsh, creative director, Leo Burnett Australia: “People want to do their bit for the planet, but they can often feel overwhelmed because it’s such a massive problem to tackle. This new platform makes people feel good about something small they can do, which, as we all know, can add up to something significant.”
Says Anna Camuglia, client services director, Starcom Melbourne: “It’s been great working with the Vitasoy team and our friends at Leo Burnett to bring this platform to life through channels and experiences that will undoubtedly disrupt the category.”
Leo Burnett Australia won the Vitasoy business in a competitive pitch in October 2020. Publicis Groupe owned Starcom manages media strategy and buying.
Managing Director: David Tyack
Marketing & Strategy Director: Nick Bartram
Marketing Manager: Cara Harrington
Group Brand Manager: Craig Rosewarne
Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Creative Director: Jim Walsh
Director of Integrated Strategy: Ilona Janashvili
Chief Client Partner: Kate Silver
Group Account Director: Julia Sheehan
Senior Film Producer: Francesca D’Orazio
Designer: Johnson Diep
Production Manager: Kaelene Morton
Production Company: Division
Director: Sanjay De Silva
Executive Producer: Genevieve Triquet
Producer: Naomi Mendoza
Post Production (offline): The Editors
Post Production (online/SFX): Pancho
Sound Engineer: Richard Buxton
Music: El Plasticos (Artist), Mandarin Dreams (Management)
Client Service Director: Anna Camuglia
Business Director: Dalibor Nikolic
Business Manager: Bella Ericson