Califia Farms takes plant-based milks mainstream with Calilujah!

Calilujah! is a plant-milk musical celebrating the variety of tasty milk alternatives in a theatrical performance that aims to transport you to the sunny climbs of Califia’s Almond Cornucopia.

Califia Farms, the non-dairy drinks company, has launched Calilujah! a nationwide broadcast on demand and out of home campaign, featuring singing baristas, synchronized strawberries, and dancing donuts. The high-energy musical was created Goodby Silverstein & Partners (GS&P) and runs through to the end of July, with media planning and buying by Bountiful Cow.

Recognising that a third of Brits now enjoy plant-based milks, this campaign marks a major shift in media strategy for Califia Farms as it breaks out of niche health-food and vegan audiences. This campaign aims to drive awareness across broadcast audiences with the strapline “Life’s too short for one type of m*lk”.

Online video runs alongside an expansive BVOD strategy encompassing ITV and Channel 4 with a focus on popular summertime shows such as Love Island and The Great British Bake-Off. OOH media has also seen a step change with traditional formats being replaced in favour of more engaging tactics such as Murals, bus-wraps, and digital OOH, with break out activity in East London – the heart of coffee culture in the UK.

This professional campaign titled 'Calilujah!' was published in United Kingdom in June, 2022. It was created for the brand: Califia Farms, by ad agencies: Bountiful Cow and Goodby Silverstein & Partners. This 360°, Integrated, and OOH Outdoor media campaign is related to the Soft Drinks industry and contains 7 media assets. It was submitted almost 2 years ago.


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