"Whatever you beleaf": Three new spots for the vegan Emmi brand

Even fits the "Katerzmorge": The vegan products of Beleaf simply always fit, so the message of three new spots in cooperation with TBWA\Zürich.

After Emmi had already brought the new positioning of its vegan brand Beleaf to flexitarians with a nationwide OOH campaign at the end of last year, three online videos now follow. They were created in collaboration with TBWA\Zurich.

With its vegan brand Beleaf, Emmi wants to reach the approximately 60 percent of flexitarians in Switzerland and has repositioned itself accordingly with the claim "Whatever you beleaf". Together with TBWA\Zurich, a humorous headline campaign was created, inviting the general public to get involved with their plant-based dairy products. The campaign has now been expanded to include three online videos, which use humorous scenes taken from real life to show that the products are a perfect fit for the flexitarian lifestyle. The videos will be broadcast on YouTube and other online sites in both German-speaking and French-speaking Switzerland and will be accompanied by display ads.

Responsible at Beleaf: Stefan Dobrev (Global Head of Plant Based), Carolina Yepes (Global Marketing Manager Plant-Based), Lisa Lindberg (Lead Brand Management beleaf), Jessica Speicher (Global Marketing Intern). Responsible at TBWA\Zurich: Angelo Sciullo, Alisea Ferrara, Selina Engeli (creation) Sina Gelin (consulting). Production/direction: Pierre Copsey, Fabrice Studer, Karl Hofmann (ViDo Video). Production partner: Altamont Production.


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