After three seasons of the Make It Plant campaign, we wanted to freshen things up and create a campaign that was a little more disruptive. The barrier that needed to be broken is the perception that plant-based alternatives can’t perform as well as dairy in professional applications. For this project, we wanted to address this specifically with the Violife Professional range of dairy cream alternatives. Whilst not all in the range are 100% plant-based, they all offer a highly functional alternative to dairy with even more great benefits. Our challenge was how we could strike an emotional chord with operators and say: dairy cream, you’re out of date, in a format that wasn’t just straight-up recipe inspiration.