Cauliflower-Based Caulipower Coins The Term 'Delish-a-tarian'


Regardless of one’s dietary preferences, everyone’s a “Delish-a-tarian.”

That’s according to vegetable-based food brand Caulipower, which has launched what it says is the largest media campaign in its five-year history.

The initiative introduces the new tagline “Food for Delish-a-tarians” and comes to life in a television commercial from Caulipower and the Corbellini Creative agency.

The 30-second spot compares the world of dating and one woman’s frustrating struggle to find the perfect pizza.

“Until one day, you find the one,” says the voiceover as the woman is introduced to a Caulipower cauliflower-crust pie.

The term “Delish-a-tarian” aligns with the origins of Caulipower, according to founder and chief innovation and brand officer Gail Becker.

“I created Caulipower because my boys had celiac disease and I got very tired of seeing what the industry was putting into grocery foods,” Becker tells Marketing Daily.

“But the bigger point was, why can’t we just all eat the same thing? Maybe you want something lower-calorie, maybe someone else wants something gluten-free, maybe someone else wants something vegetarian. The one element that unites us is, we all want delicious foods.”

That concept has guided Caulipower’s innovations, from pizza crust in 2017 to eight other categories—including frozen meals and cauliflower-coated chicken—catering to keto, low-carb, vegetarian, gluten-free, paleo and other diets.

Asked why plant-based meats haven’t performed as well as some people expected, Becker says one reason is they don’t have the hoped-for nutritional benefits.

“We use the power of vegetables. It’s not made in a lab. Vegetables are something everybody wants to eat more of.”

Caulipower says the campaign—supported by ads on digital platforms and in-store signage at more than 5,000 of the brand’s 30,000 retail distribution points—exceeds $2 million.

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