MILRAM: "100% Plant-Based" Campaign
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The Challenge
MILRAM, an established dairy brand, entered new territory with "100% Plant-Based" purely plant-based products. The task: reach a Gen Z and Millennial audience that values diversity and self-expression. The hurdle: position a heritage brand credibly in the plant-based segment without losing its core audience.
Our Solution
Under the claim "WAS GEHT? WAS SCHMECKT!" we developed a landing page as a digital activation hub. Users answered questions in the interactive quiz tool "MILRAM Inspirator" and received personalized influencer recipe videos plus chances to win attractive lifestyle prizes.
Results
Thousands of users engaged with the landing page and Inspirator quiz
Strong reach on Instagram, TikTok & Facebook
High conversion rate from content consumption to product interest
MILRAM established credibility in the plant-based segment without losing its core audience
Heritage brands can own new categories – when the activation fits the audience and doesn't feel forced.
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