Plenish Emphasises the Importance of Ingredient Transparency with ‘Nothing to Hide’ Campaign

Plenish, the UK’s fastest growing dairy alternatives brand and leader in plant-based drinks, is proud to announce the launch of its largest-ever out of home (OOH) advertising campaign, ‘Nothing to Hide’, taking its commitment to ingredient transparency to the next level.  

The ‘Nothing To Hide’ campaign strips back the packaging to reveal its 100% natural, and simple ingredients within its core range of plant-based m*lks. Highlighting its best-selling Organic Almond and Oat m*lks - containing just three natural ingredients each - the creative showcases that the Plenish range has nothing to hide and encourages consumers to start taking a closer look at the ingredients in their food and drink products.

Created by award-winning independent creative agency, Recipe, the OOH campaign which is live from this week until 3rd November 2024, will dominate major London stations, including Old Street, Angel, Walthamstow Central, and Clapham Common, as well as train stations in London, Bristol, Brighton and Manchester.

The OOH campaign is Plenish’s largest marketing investment to date, as part of its strategy to enhance brand awareness and consumer trust. Plenish has also partnered with Waitrose-owned podcast Dish (hosted by Nick Grimshaw & Angela Hartnett), with sponsored episodes throughout October. Earlier this year, the brand made its debut in TV advertising with the sponsorship of Channel 4’s breakfast programming, which aims to reach an estimated audience of over nine million viewers by mid-February. 

Alex Petrogiannis, marketing and E-Commerce director at Britvic, said, “Plenish stands out from other brands by making plant-based m*lks like no one else, and we wanted our communications to reflect that. We took a bold approach, stripping back our packaging to highlight the pure, natural ingredients that go into our m*lks, underscoring our dedication to transparency and quality. As awareness of unnecessarily processed food grows, we want consumers to know that when they see Plenish on the label, they can trust it’s all good.”  

In addition to the creative campaign and media sponsorships, Plenish recently appointed registered nutritionist and No 1 Sunday Times best selling author, Emily English, known on social media as Em The Nutritionist, as its chief nutrition officer. As an advocate for the brand, Emily will be creating content across her Instagram and TikTok channels, whilst sharing advice and knowledge on the importance of knowing what ingredients are in our everyday food and drink products.

Emily English said about the partnership, “I’ve been a fan of Plenish products for years, and am thrilled to have been appointed its Chief Nutrition Officer for their upcoming M*lks campaign. In this role, I am looking forward to helping educate people on how good nutrition doesn’t have to compromise on flavour. There is so much value in making easy swaps to upgrade your health, and prioritising diets full of whole foods and plants. 

Whether you follow a plant-based diet, or are just interested in the benefits of swapping to a dairy alternative, we are hoping to showcase how the versatility of Plenish m*lks can be incorporated into your lifestyle and home-cooked meals.”

The creative was developed by Recipe, with media buying managed by T&P Group.