• by Danielle Oster , September 17, 2024

Violife, the plant-based cheese brand Violife, the plant-based cheese brand owned by Flora Food Group, launched an “America Has Voted” campaign ahead of the election as it vies to be consumers’ cheese alternative of choice.

The campaign celebrates Violife’s dairy-free cream cheese becoming the number one brand in the category by unit sales (as of August, Nielsen sales data reflecting just over 25% of unit share), and makes lighthearted reference to the election.

The OOH component features messages like "The Winning Candidate Who Can Be Bought" and "Our Winning Campaign Promise: No Bull" on billboards, digital kiosks, wallscapes, and wild postings in Austin and Miami.

“It’s a departure from what we’ve done previously, as we’re now tapping into broader cultural moments to enhance relevance, generate conversations, and introduce Violife’s Just Like Cream Cheese Block to a wider audience,” Violife chief growth officer Olga Osminkina-Jones told Marketing Daily, adding that the approach “emphasizes our winning product in a culturally relevant manner, supported by a strong superiority claim.” 

The campaign follows the release of the brand’s Just Like Cream Cheese Block at the beginning of the year, a format it claims is a category innovation, allowing it to be whipped and baked into a variety of recipes like cheesecake, spinach and artichoke dip, and morning egg scrambles.

Osminkina-Jones characterized Austin and Miami as “cultural hubs” that over-index with the brand’s target audience, adding, “Their walkable nature made them perfect for using OOH as a canvas for our creative. Both cities are renowned for their abundance of alternative restaurants and diverse food options, catering to a wide range of culinary and dietary preferences.”

“America Has Voted” also includes the brand sharing a “victory speech” online, alongside social ads on Instagram, TikTok, and YouTube parodying election sloganeering, and promotional event marketing through bagel shop takeovers and popups in grocery store parking lots offering toasted bagels and Violife cream cheese.

On election day, Nov. 5, the first 100 customers at El Bagel in Miami and Rosen’s Bagel Co in Austin to order their bagel with Violife will get their order for free.

So how big is that marketshare Violife is celebrating? According to Future Markets Insights, the plant-based cheese market is estimated to be worth over $3 billion in 2024 and projected to reach over $9.65 billion by 2034 – with a projected annual growth rate around 12.2%.