Plant-based brand BOL Foods has unveiled a new creative direction, which sees its previous slogan ‘Eat plants, love life’ being replaced with a new lifestyle-centric positioning ‘Bring On Life’.
The creative will see BOL shift its focus away from its recipes and instead encapsulate the lifestyle benefits that come from eating its range of nutritionally balanced plant-based meals and Power Shakes.
BOL Foods noted that increased competition in the world of plant-based products and growing consumer appetite for meat-free brands had spurred it to consider how it can stay culturally connected with shoppers in an ever-saturated category.
The Bring On Life launch campaign will be supported by a £1m spend this year across media and marketing, spanning out of home, YouTube, Tiktok, Facebook/Instagram, PR, influencers, mass sampling and a series of UK events that will get more people their first taste of BOL. It will also coincide with a refresh of their Power Shake range and the launch of new products, tapping into emerging foodie trends.
Paul Brown, founder of BOL Foods commented: “Plant Powered has always been the reason to believe for thousands of shoppers, and is fundamentally what has helped us become the fastest growing meat-free brand in the UK. However, eight years on, we’re now ready to enter a new chapter. The category has evolved hugely since we started the BŌL journey and we need to stay one step ahead in terms of connecting with consumer trends and ensuring we continue to energise the category as leaders of the plant-based space.”
While shoppers are more health-conscious, they’re also increasingly time poor. The brand hopes its new direction can fuel even more people with active lifestyles whilst alleviating the perceived workload of healthy eating.
Brown concluded: “By focusing on the positive benefits of plant-based nutrition, as opposed to simply honing in on the recipes, we’re connecting with the feeling our meals can create – and that’s a really powerful thing. Bring On Life is all about empowering people to feel able to bring their best to any situation. In the craziness of modern life, it’s easy to compromise on nutrition. So, we’ve created a family of delicious, plant-powered recipes to give you a natural edge every day.”
