• by Erik Oster , January 10, 2024

At a time of year when consumers are looking to pursue healthier habits, plant-based beverage brand Silk is hoping it can inspire them to rethink their morning routine..

From today through the end of the month, the “Feel Planty Good Challenge” calls on consumers to enjoy a plant-based breakfast for seven consecutive days in a promotional giveaway campaign. One winner will win “free breakfast for life” from the brand (awarded as a $54,750 check made payable to the winner.), while six others will win “free breakfast for a year” (awarded as a check for $1,825). To enter, consumers just need to pledge to incorporate Silk into their breakfast for seven consecutive days on the dedicated webpage.

As the traditional month when people resolve to eat  more healthfully, January is also when consumers are most inclined to consider trying plant-based options, Danone North America Senior Vice President, Plant-Based Beverages Surbhi Martin tells Marketing Daily. The campaign was part of the brand’s mission to “democratize” the plant-based category as both a pioneer and leader in the space.

The brand teamed up with celebrity partners and influencers -- including Peloton Vice President of Fitness Programming Robin Arzón, New York Giants running back Saquon Barkley and actress Vanessa Hudgens -- to develop a series of Silk smoothie recipes based on their favorite flavors and foods. The campaign will run across Instagram and TikTok and be amplified on those channels via paid media. In addition to the celebrity partners, Silk also teamed up with Trace’s Oats and Feel Good Foodie on more breakfast recipe inspiration for consumers looking to participate in the challenge, incorporating items like pancakes and coffee as well as smoothies.

The focus on the morning meal was a strategic choice, as Martin said it “can be a real gateway into a plant-based lifestyle” for consumers (as well as being a prime use case for the brand specifically). Other consumer insights informing the effort include the difficulties many people face in incorporating healthier foods into their diet despite resolutions to eat healthier,  and an understanding that most plant-based consumers are flexitarians -- around half of whom say they’re motivated to try new products based on health considerations, according to Martin.

Influencer partners for the campaign were chosen based on their ability to reach certain consumer profiles, with Arzón appealing to heavy plant-based users who may not have considered all use occasions; Hudgens selected to connect with flexitarians whose brand usage has temporarily lapsed; and Barkley chosen to connect with those considering a first foray into plant-based beverages.

According to the brand, around 28% of consumers enter a plant-based lifestyle through the beverages category, making it the leading entrypoint for consumers. “Silk is the number one, and best known, brand [in the plant-based beverages sub-category]. We think we’re best positioned to bring Americans into the plant-based category,” Martin added.

The campaign is part of a broader marketing push for Silk this year, with Martin alluding to “exciting plans ahead to continue to reinforce just how impactful plant-based power can be” and a “big debut” during the “Big Game.”