What-If Foods

Overview

There's a growing shift from dairy to plant based milks. While this trend is helpful in relieving environmental stress caused by animal agriculture, not all plant-based milks are created equal. Oat milk, for example requires an average of 3 gallons of water per gallon of milk, while almond requires 24. What-If Foods' Bamnut Milk requires 1.

Role

Our role was to bring the magic of this resource-saving (and quite delicious) plant-based milk alternative to our Marketplace of the Future audience through stagetime, communication design, and on-site brand activation.

Process

Our promotional strategy consisted of a 4 point approach. First, we provided sponsor level visibility through website, social, and newsletter logo placement. Second, we turned the What-If Foods ecosystem visual graphic into a dynamic presentation paired with 10 minutes of stage-time to address our audience. Next, we provided a prominent high-traffic footprint in our exhibitor hall. Finally, What-If Milk was integrated into both bars at the Marketplace of the Future.

Outcome

Our Marketplace audience is not new to plant-based milks. But like our internal team, most had only tried the usuals: almond, oat, soy. Bamnut milk offers a fuller, creamier texture than oat or almond and has a subtle nutty aftertaste, which resulted in a resounding "wow, this is delicious" from our guests. In addition to the qualitative outcomes, our process resulted in increased social following, up to 50,000 new digital impressions, and new brand partnerships.