Silk demystifies plant-based milk through new campaign

(New Silk campaign from Lightning Orchard)

There’s no denying Americans love dairy. The Reel 360 Team certainly likes our milk, although we have switched to Almond, Oat and Cashew. But for other dairy milk lovers, they apparently will consume it even if it may make them feel awful later.

The idea of giving up their beloved dairy can be anxiety inducing for some people, as consumers seek to understand more about plant-based, like where the ingredients come from and how plant-based products are made.

According to a recent report, about half of Americans (51%) say they would be willing to eat more plant-based foods if they had more information about the environmental impact of different products and/or foods. In addition, 47% of people say they don’t know how to cook with plant-based foods

That’s where Silk, the #1 plant-based beverage brand, comes in. The brand is on a mission to demystify plant-based products, starting with its new “Milk of the Land” campaign from our friends at Lightning Orchard.

“We set out to demystify our plant-based offerings by helping to familiarize consumers with their origin story through this engaging, energizing campaign. As the leader in plant-based beverages, it is our duty to enlighten viewers on how plant-based products like almond, oat and soy are simply grown from the land, and show that they’re a standalone option – not an alternative,” Derek Neeley, Vice President, Silk told Reel 360. Watch below:

By showing how Silk’s main ingredients are grown, not made, using familiar natural elements (to a catchy new twist on Daft Punk’s Technologic), Silk positions itself as a great-tasting, standalone offering, not an alternative to dairy. Watch below:

According to a spokeswoman, Silk chose to start the campaign by spotlighting Almondmilk, given its leadership position as the #1 plant-based beverage brand and the fact that Almondmilk is often an entry point for consumers who are trying plant-based products for the very first time. 

“Switching from dairy to plant-based makes people feel anxious, because they may not understand how plant-based products are made. Our campaign sets out to reduce the anxiety people may feel by making Silk familiar and fun,” says Laura Janness, Founder and Chief Strategy Officer, Lightning Orchard.

“The new Silk campaign aims to normalize plant-based products by showing familiar things that lead to their creation, such as the sun, soil and rain, all explained through a Daft Punk song,” adds Jeff Kling, Founder and Chief Creative Officer, Lightning Orchard.

Additional spots featuring other Silk plant-based products will be released throughout 2021.