Plant-based ice cream in the hospitality industry: visibility and inspiration with ice cream campaign

Greater visibility and confidence in plant-based ice cream among catering professionals

With an eye-catching sampling activation in the centre of Leiden, we brought Flora Professional's plant-based ice cream directly to consumers. By handing out ice cream on the street and capturing the reactions of tasters in a video, we showed in a convincing and accessible way that plant-based ice cream is surprisingly delicious. At the same time, we collaborated with ice cream parlour Soetenso to develop a series of professional how-to videos demonstrating the ease of use and quality of the ice cream mix. This authentic and informative content, combined with lifestyle images and a visible collaboration with expert master ice cream maker Nils Hendrikse, inspired catering professionals and strengthened confidence in the plant-based ice cream mix.

The campaign gained wide visibility through a paid social media campaign, trade media such as the trade journal IJS, and the channels of both Flora Professional and Nils himself. This not only strengthened the positioning of the product, but also the brand authority of Flora Professional in the hospitality sector.

From tasting to professional how-to content

We started with a strategy focused on inspiration, demonstration and credibility. During a sampling activation on the street, we filmed consumers tasting plant-based ice cream and their surprising and positive reactions. In addition, we developed two how-to videos at Soetenso that clearly showed both the production process and the unique characteristics of the ice cream mix. By collaborating with Nils, we added professional expertise and credibility to the content, which strengthened its persuasive power towards hospitality professionals.

All content was delivered in multiple formats and distributed through various channels. By spreading the publications over several weeks, we extended the visibility of the campaign and were able to reach the target group with our message multiple times. In addition, all content was boosted, resulting in strong figures in terms of views, engagement and CTR. Several posts received responses from ice cream parlours, and we saw that Flora Professional was being followed by this target group, a clear sign that we were reaching the right audience.

This approach not only made a powerful first impression, but also built lasting brand visibility within the hospitality industry!