Edgy stand-up comedian Sebastian Maniscalco weighs in on the attributes of plant-based cheese and butter in the latest installment of the “Give It Up For Violife” campaign.
Maniscalco provides the voiceovers for several new spots in a campaign that includes Super Bowl-themed promotions and a social media partnership with New York Giants running back Saquon Barkley.
Best known for his appearances on “Netflix Is A Joke” and the role of mobster Joe Gallo in the movie “The Irishman,” Maniscalco holds nothing back in commercials from the Truth and Consequences agency highlighting Violife as an ingredient in such foods as macaroni & cheese and pizza.
Addressing the “proper ratio of bagel to cream cheese,” he notes that Violife’s “dairy to cream cheese ratio” is zero.
“Is that how ratios work? That sucks! I’m just saying there’s no dairy in the cream cheese.”
Because the brand’s butter is made from plants, it’s "practically a salad, right?” he opines.
“We love Sebastian,” Violife senior brand manager Debra Yoo tells Marketing Daily.
“Humor is a big portion of the ‘give it up’ campaign so we wanted to make sure we captured the right voice—and nobody else could do it like him.”
As Violife did last spring, it’s focusing on the New York City market with out-of-home placements—some of them located within 1,000 feet of retailers that sell its products.
Barkley will be promoting Violife on social media as the brand does its first-ever contest giveaway in the form of a Super Bowl-inspired “Cheese Stadium.”
The latter is a wooden tray with sections that hold recipes and a supply of cheeses needed to make the recipes.