Silk Canada launched its latest large-scale shopper program.

The Danone-owned plant-based brand is rolling out a variety of assets, including bunker headers, towers, shippers, fridge wraps, danglers and national at-shelf placements.

The messaging is all based around brand switching, covering traditional Silk drinks, specialized blends for coffee, yogurt and the new Nextmilk product innovation.

Fiona O’Brien, director of marketing for plant based food and beverages at Danone Canada, tells strategy the focus for its in-store messaging is occasion based to showcase usage. For example, danglers show coffee foam made from Silk’s barista line, or a bowl of cereal with Nextmilk, which aims to more closely resemble the taste of traditional dairy. To further incentivize the switch, the materials also feature a digital “buy one, get one” offer by scanning a QR code.

O’Brien tells strategy the brand is driving trial and conversion with a strong emphasis on its shopper engagement offer, but showing occasions where the brand can be enjoyed are also important and purposeful.

Some of the displays have been placed within cross-merch points of interruption within selected aisles, while others are drawing attention to the refrigerated aisles where Silk is stocked, part of its 360-degree approach along the path-to-purchase.

LPi Group was lead on the Silk campaign.

In-store assets will be in grocery nationally until the end of March.

And the timing of in-store coincides with Silk enlisting former NHL player P.K. Subban as its “plantbassador,” part of efforts to broaden its appeal and make its product lines more approachable.