Plenish, the UK’s leading plant-based drinks brand, has kicked off its largest-ever out-of-home (OOH) advertising campaign, ‘Nothing to Hide’, highlighting its commitment to ingredient transparency. Known for its minimalist, all-natural approach, Plenish aims to set itself apart in the crowded dairy alternatives market with an impactful campaign that visually strips back packaging to reveal the simplicity of its core ingredients.
The campaign, developed by the award-winning creative agency Recipe, is now live across major UK cities and will run until 3 November 2024. Showcasing Plenish’s best-selling Organic Almond and Oat m*lks, each containing just three natural ingredients, the campaign is designed to encourage consumers to scrutinise the ingredients in their everyday food and drink products.
Prominent display locations in London, such as Old Street, Angel, Walthamstow Central, and Clapham Common, as well as train stations in Bristol, Brighton, and Manchester, will feature the stripped-back creative. The campaign represents Plenish’s largest marketing investment to date as the brand seeks to elevate its profile and boost consumer trust.
Bold Transparency in a Crowded Market
“Plenish stands out from other brands by making plant-based mlks like no one else, and we wanted our communications to reflect that,” said Alex Petrogiannis, Marketing and E-Commerce Director at Britvic, Plenish’s parent company. “We took a bold approach, stripping back our packaging to highlight the pure, natural ingredients in our mlks. As awareness grows around processed foods, we want consumers to know that when they see Plenish on the label, they can trust it’s all good.”
Alongside its extensive OOH campaign, Plenish is amplifying its message through strategic partnerships. This includes sponsoring the Waitrose-owned podcast Dish, hosted by Nick Grimshaw and Angela Hartnett, with exclusive episodes throughout October. Earlier this year, the brand made its debut on television through a sponsorship of Channel 4’s breakfast programming, an effort expected to reach over nine million viewers by mid-February.
A Trusted Voice in Nutrition Joins Plenish
Further strengthening its commitment to health and transparency, Plenish recently appointed registered nutritionist and best-selling author Emily English as its Chief Nutrition Officer. Known for her work on social media as “Em The Nutritionist,” English will be creating content across her Instagram and TikTok channels, promoting Plenish’s philosophy on natural ingredients and simple, whole-food choices.
“I’ve been a fan of Plenish products for years, and I’m thrilled to be joining as Chief Nutrition Officer for the ‘Nothing to Hide’ campaign,” English said. “Good nutrition doesn’t have to compromise on flavour. There is tremendous value in making simple swaps to boost your health, prioritising diets rich in whole foods and plants. Whether you’re fully plant-based or just exploring alternatives, Plenish m*lks fit seamlessly into a balanced lifestyle.”
Commitment to Consumer Trust and Quality
With Recipe handling the creative and T&P Group managing media buying, the ‘Nothing to Hide’ campaign underscores Plenish’s dedication to authenticity in a market where ingredient transparency is increasingly sought after. As consumers become more cautious about food processing, Plenish’s emphasis on minimal ingredients aligns with rising demands for transparency and natural options.
To learn more about Plenish and its product offerings, visit plenishdrinks.com.
