Challenge
Disrupt A Category or Create One? The team behind Ripple Foods targets big categories. After redefining the household cleaning market with Method Home, by focusing on environmental impact, design and health, they saw an equally ripe target in the dairy category.
Solution
Rather than leverage the core ingredient, pea protein as an alternative milk in bringing this brand to market, VMG created a multi-tiered messaging platform which took on traditional dairy while also established superiority over current dairy alternative options. This involved educating the base on a key ingredient which had little to no consumer awareness. A contemporary visual design system that bucked category norms to ensure consumers knew this was in fact something different led the way to Ripple becoming one of the fastest growing plant based food companies in the world.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.