Did You Notice?
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In recent years, veganism has gained ground—not just as a lifestyle choice but as a rising force in the global economy. According to Bloomberg Intelligence, the market share of plant-based products is expected to grow by 500% in the next decade. Colombia is no exception: supermarkets and stores are increasingly stocking plant-based foods and some brands saw up to 800% growth in sales between 2019 and 2020. The future, it seems , is vegan.
But while the number of people who identify as fully vegan has remained steady,, what’s really growing is the segment of consumers who are reducing animal-based products in their diets—replacing them with plant-based alternativesfor reasons that range from health concerns and nutrition to ethical or environmental motivations.
That’s the audience that Violife, a leading global brand in plant-based foods and part of the Upfield group, wanted to reach with its launch campaign in Colombia. And to do that, we had to confront one of the biggest barriers of all: prejudice. Across Latin America, many people still believe vegan foods taste worse, feel different, or look strange—due to deeply rooted biases around taste, texture, aroma, and consistency.
So instead of trying to fight those perceptions with words, we let the product do the talking.
This is how "Did You Notice?", was born a bold launch campaign built around the power of a blind test We chose one of the most iconic dishes where cheese is non-negotiable: pizza. If Violife’s vegan cheese could pass the taste and texture test on a pizza, it could win over anyone.
What we did
We planned two immersive events—one for press and influencers, and one for final consumers. We partnered with two of Bogotá’s most respected culinary names: Seratta Gourmand Market and Karen’s Pizza. The dynamic was simple but clever: guests enjoyed custom cocktails and gourmet pizza… without knowing the key ingredient was plant-based Violife cheese. No disclaimers. No product mentions. Just delicious pizza .
The twist? The napkin under each slice held a secret message, revealed only at the end of the experience: “Did you notice? Just how you like it… and it’s vegan.”
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The media and influencer event closed with the official introduction of the brand in Colombia, led by Paola Shue, Head of Corporate Affairs & Communications for Upfield LATAM, and Álvaro Mazo, Country Lead at Upfield Colombia. All attendees received a branded gift kit with Violife products.
What we achieved
- +50 influencers and journalists attended the press event
- 180+ consumers tried and approved the product at the public event
- 28 earned media articles and 132 influencer posts influencers.
- 12 interviews in top-tier outlets
- 1.46+ billion potential media impressions
- 8.45+ million social media impressions
- Estimated ad value: US$66,000 With Did You Notice?, we didn’t ask people to believe. We simply invited them to taste—and let the product challenge their assumptions. The result? A campaign that turned skeptics into believers and opened the door for Violife to build its presence in one of Latin America’s most promising plant-based markets.
