'Viva La Vitalite' campaign launched by Movement

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by Charlie Spargo

Vitalite, the dairy-free spread brand owned by Saputo Dairy, has launched a social media campaign created by London agency Movement.

'Viva La Vitalite' will be the brand's first-ever social media activation, aiming to build awareness and drive brand relevance, while also establishing Vitalite’s presence on Instagram. Solely Instagram-focused, the campaign was launched this week and runs throughout Q1.

For people who are already dairy-free, the campaign will champion a life they’re already living. For new audiences, Vitalite hopes to show them that going dairy-free doesn’t mean missing out on the things they love.

The campaign will also promote Vitalite’s on-pack partnership with online vegan cookery brand Bosh!, which allows exclusive free trial of the new Bosh! Method Online Plan across promotional packs of Vitalite.

Andrew Curzon, Senior Marketing Manager at Saputo Dairy, said: “A dairy-free lifestyle doesn’t have to be one of compromise. In this campaign, Movement has captured perfectly the joy that comes with feeling good about your everyday lifestyle choices. It’s distinctive and disruptive and will help Vitalite, as one of the country’s leading dairy-free brands, reach new audiences.”

Sarah Cantillon, Managing Partner at Movement, said: “We’re delighted to be working with Saputo Dairy UK as a creative digital agency for Vitalite on their first ever paid social campaign. Instagram is an important channel for the brand as they look to build relevance and affinity in an ever competitive market.

"Taking our cue from Vitalite’s iconic 80s advert, we loved re-imagining the brand’s fun, joyful tone for today’s consumers and channels. We look forward to continuing to develop a digital presence and community for the brand celebrating their dairy-free joy.”