HACKENSACK, N.J. — Violife is leveraging social media to showcase its dairy-free cheeses, spreads and creamers and demonstrate to consumers that dairy-free alternatives deliver satisfaction that’s comparable to that of milk-based cheeses.
The brand unveiled a social series on TikTok and Instagram called “Undairy the Dish” to highlight its products as they’re used in various recipes.
The series is one element of the “Undairy the Craving” campaign from the Flora Food Group, maker of culinary essentials for better food, with core ingredients for cooking, baking, spreading, frying, roasting, barbecuing, whipping and finishing in home and professional kitchens. Other brands in its portfolio include Bertoli, Country Crock and I Can’t Believe It’s Not Butter!
Campaign elements also include a gift-card giveaway, a recipe generator, a partnership with chefs from across the country, and a grant for aspiring chefs.
“Undairy the Craving is a platform, not a promo. Every piece exists to do one thing – undairy the food people love, without asking them to give anything up: AI tools that turn any recipe dairy free in seconds, a collective of the country's boldest chefs reinventing iconic dishes, grants backing the next generation who'll cook this way and Craving Credits to get people in the door," says Olga Osminkina-Jones, chief marketing officer at Flora Food Group. "As the No. 1 dairy-free brand, we're not buying trial — we're building a culture where dairy free is something you crave and create, not something you settle for."
The campaign aims to address some of the commonly held assumptions about vegan cheese products.
Anyone visiting the ViolifeCravingCredits website this month can upload a receipt for any dairy cheese purchase and receive a $5.99 e-gift card to use for a Violife product, providing a risk-free way to try the brand.
An AI recipe generator offers suggestions on using Violife products in the kitchen.
“Because let’s be honest: the foods people crave most — bagels loaded with cream cheese, gooey pizza, creamy dips — shouldn’t require compromising on flavor or digestive comfort,” according to the campaign’s organizers. “With Violife, they don’t.”
