Silk, Danone’s brand of dairy-substitute products, has launched its first campaign with ad agency Havas Canada.

The new creative work with Havas is part of the brand’s “Feel Planty Good” platform, and is designed to highlight the wide range of plant-based products that Silk offers like oat, almond and Nextmilk. The campaign’s goal is to emphasize Silk’s nutritional benefits as well as the taste of its products. The campaign also anchors its products to key occasions in people’s day, like breakfast, which includes plant-based yogurt, almond milk with cereal and oat milk with coffee.

Danone SVP of marketing Jeremy Oxley says the brand is also trying to present itself in a fun way. “We’re not a serious, activist brand. We certainly have a point of view on the world of plant-based foods and beverages, but we’re really trying to make plant-based [products] more approachable for all,” Oxley says.

The new campaign is part of Silk’s ongoing marketing strategy to go after flexitarians, and people trying to add plant-based products to otherwise typical diets.

“Because we’re not so serious and we try to be much more approachable than some other brands, we’re really trying to invite people in – in an easy way – to the world of plant-based foods, without having to make a massive commitment to a big lifestyle change.”

Havas Montreal president Stéphane Mailhiot says this light tone is reflected in the campaign where the brand doesn’t take itself or its products too seriously.

By advertising its range of products in a single campaign, Mailhiot says this gives Silk an advantage in an increasingly competitive plant-based grocery market. He notes a lot of new players will enter the market with one key product, whereas Silk has the advantage of being a well-known brand with a wider portfolio that consumers can trust when they’re making decisions at the grocery store, like choosing which milk, yogurt or shredded cheese brand to buy.

“Our key advantage is making sure that we take consumers by the hand and show him or her all the occasions that are available through the versatility of the portfolio,”Mailhiot says.

The new campaign includes TV and digital ads, social media content, as well as in-store activations and tasting events. Wavemaker worked on the media buy for the campaign.