Uncompromising flavour

Saint Elmo’s has developed a bold and colourful campaign for the long-established Swiss brand Emmi’s new label beleaf, which is aimed at a young, urban target market. The products’ great flavours are at the centre of the campaign. The fact that beleaf’s plant-based drinks, shakes and yoghurts don’t compromise on taste and offer a tasty alternative to other milk substitute products is highlighted by the campaign’s slogan: Don’t waste your taste!

The international campaign incorporates traditional advertising mediums such OOH, print and the www.beleaf.eu website as well as social media. The design is based on the eye-catching product packaging, which features jungle motifs that allude to the beleaf brand name. Just as the products themselves stand out on supermarket shelves, the colourful and lively campaign imagery breaks with traditional communication designs for vegan foods, instead inspiring consumers with a craving for an indulgent plant-based treat.