This is the first time the brand has appointed a retained creative agency, as it prepares for major marketing investment amid rising interest in dairy-free alternatives to milk and plant-based lifestyles.
The agency was appointed following a three way pitch, and work will initially focus in the UK, with the potential for global work over the coming months.
Activity in 2019 will be divided across a new product launch this week, of Koko Super Milk – a new vitamin & mineral enriched product – and a major brand campaign launching in the second half of 2019.
The campaign for Koko Super Milk will see a big out of home push for the brand, focussing on London’s TfL networks, working in partnership with media agency JAA media. This campaign will also serve as a teaser for the main brand push, which will focus on the ethical credentials and great taste of the brand, launching in the second half of 2019.
Koko Dairy Free was launched in 2010 and has achieved double digit growth in every year since, including +32% growth in 2018 which exceeded the total category’s +16.5%. Koko Dairy Free’s range includes award winning dairy alternatives in milk, and yogurt and in 2018 it added two highly rated cheese alternatives to its line up.
Senior marketing manager for Koko Dairy Free, Heather Lewis, said: “We have ambitious plans for the further development of the brand in 2019 and beyond. The sector is growing so rapidly, and many people are just beginning their journey into plant-based alternatives. Southpaw’s research and creative impressed us, and we believe that the campaigns – and the 2019 branding campaign in particular – will really set the Koko Dairy Free brand apart from its competitors’.
Claire Lambell, group account director at Southpaw, added: “The world of dairy-free alternatives to milk can be a daunting place for consumers. There are very few truly mainstream brands, and challenger brands are fighting hard for market share. It’s an exciting landscape, but with plenty of room for creative innovation. We were inspired by Koko’s values and company ethos. They’re family-owned and have high ethical standards. Using our consumer neuro-mapping methodology we were able to gain deep consumer insights that will drive an emotive and ethically-focussed 2019 brand campaign. They have a great product line up and with a market in high growth, we can’t wait to put Koko Dairy Free at the forefront of its category.”