From Flexitarian to Vegan: MILRAM Conquers the Generation of Choice with "100% Plant-Based" Products

Background and Challenge

Flexibility has become the new normal – vegan today, flexitarian tomorrow, something different the day after. A young generation lives by the motto "anything goes, nothing's mandatory" and effortlessly switches between different lifestyles. In 2022, MILRAM faced the challenge of making its new 100% plant-based products appealing to exactly this open-minded target audience. Chocolate and vanilla pudding, rice dessert, and cocoa drink in vegan varieties needed to win over not just vegans, but also vegetarians and flexitarians. The campaign claim "WHAT'S UP? WHAT TASTES GOOD!" had to become tangible for the generation of choice.

Approach and Realization

Based on the strategic concept by PR agency Pony & Blond, we developed an interactive landing page as the digital centerpiece of the campaign. The highlight: the "MILRAM Inspirator" – a playful quiz featuring five lifestyle-oriented "THIS or THAT" questions. After participating, users received a personalized influencer video and the chance to win attractive prizes – from longboards to weekend van trips. Prominent influencers amplified the message with their videos and made the plant-based alternatives tangible for their communities. The campaign was deployed across multiple channels: on the website, social media platforms Facebook, Instagram, and TikTok, as well as in the MILRAM newsletter.

Results

MILRAM's plant-based product line successfully made its way into the minds and refrigerators of the target audience. Thousands of users interacted with the landing page and the MILRAM Inspirator, celebrating the launch of a new era at MILRAM. The 100% plant-based varieties established themselves as delicious alternatives that appeal to all dietary types and match the flexible lifestyle of the young generation.