Vitalite partners with Bosh! for on pack campaign
Saputo Dairy UK has formed an on pack partnership for its Vitalite dairy free spread, working with BOSH!, the social media sensation that has taken the vegan community by storm.
Launching in mid-January, the campaign features an exclusive free trial of the new BOSH! Method Online Plan across promotional packs of Vitalite spread.
Emilie Grundy, spreads senior brand manager at Saputo Dairy UK, comments: “Having a strong affinity with our target shoppers, we are confident our new partners will help strengthen our dairy free credentials and showcase our award winning spread to plant-based followers who may not yet have discovered the brand, while our impactful promotional pack design will help disrupt at fixture.”
Henry Firth and Ian Theasby, the boys behind BOSH!, add: “We’re really excited to be partnering with the UK’s number one dairy free spread brand, Vitalite, over the coming months. Vitalite customers will have an exclusive opportunity to access our new online Healthy Vegan Plan, offering meal plans, recipes and lifestyle hacks to help show them just how easy, delicious and fun plant-based living can be. The partnership gives BOSH! a great platform to reach new audiences in retail spaces where you wouldn’t expect to see the brand.”
Famed for their tantalising and easy to follow recipe videos, the BOSH! duo have racked up an incredible following on social media, they have authored two top-selling recipe books and have just announced the launch of a new ITV TV series Living on the Veg.
The on pack campaign, which will run for an initial six month duration, will be amplified through both Vitalite and BOSH! social media, exclusive consumer competitions and shopper media.
The five million promotional packs of Vitalite spread 500g will land on retail shelves from the week commencing 20th January 2020.
Vitalite, currently valued at £11.1m, is the UK’s number 1 dairy spread, bought by over two million households and selling almost double the volume of its nearest competitor. In October of this year the brand announced a range extension into Dairy Free Alternatives to Cheese, with the launch of Block and Sliced SKUs into Asda.
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