Vitasoy encourages sustainable habits in ‘Planet Milk’ campaign

Vitasoy has launched a ‘Planet Milk’ campaign, encouraging the world to drink a more sustainable option, in time for World Earth Day.

The campaign, created by Leo Burnett Australia, is the first since winning the account for Vitasoy in December 2020, invites consumers to opt for plant milk as a homegrown and sustainable alternative.

The brand idea follows a growing trend in sustainability awareness campaigns, in particular in the lead up to World Earth Day (22 April), and the increasing uptake in plant-based food and beverages in the mainstream. Vitasoy have been pioneering this movement since its inception in 1940, known for its soy product, and since producing almond, oat and rice milk alternatives.

The campaign is part of their commitment to sustainable initiatives and encourages Australians to take up plant milk as part of a community effort to “grow a better world.” It also pays tribute to the ‘everyday activists,’ current plant-milk drinkers who make a difference over their morning cereal, smoothie or coffee.

The film is directed by Sanjay Da Silva (Division) and voiced by Melbourne-based poet Pookie.

David Tyack, managing director of Vitasoy Australia, said: “We couldn’t be prouder of this ambitious new brand platform. Our belief and passion for plant-based has always been at the core of our Vitasoy business, and we’re excited to encourage more Australians to get on board.”

Leo Burnett Australia’s creative director, Michelle Walsh, said: “People want to do their bit for the planet, but they can often feel overwhelmed because it’s such a massive problem to tackle. This new platform makes people feel good about something small they can do, which, as we all know, can add up to something significant.”

Leo Burnett added Vitasoy to its roster in December, in addition to HBF, Great Barrier Reef Foundation, and winning the creative account of CNH Industrial Australia in February this year.

The creative platform has launched with film, PR, OOH and social coverage.

Campaign Credits:
Client: Vitasoy
Managing Director: David Tyack
Marketing & Strategy Director: Nick Bartram
Marketing Manager: Cara Harrington
Group Brand Manager: Craig Rosewarne

Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Creative Director: Jim Walsh
Director of Integrated Strategy: Ilona Janashvili
Chief Client Partner: Kate Silver
Group Account Director: Julia Sheehan
Senior Film Producer: Francesca D’Orazio
Designer: Johnson Diep
Production Manager: Kaelene Morton

Production Company: Division
Director: Sanjay De Silva
Executive Producer: Genevieve Triquet
Producer: Naomi Mendoza
Post Production (offline): The Editors
Post Production (online/SFX): Pancho
Sound Engineer: Richard Buxton
Music: El Plasticos (Artist), Mandarin Dreams (Management)

Media: Starcom
Client Service Director: Anna Camuglia
Business Director: Dalibor Nikolic
Business Manager: Bella Ericson


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