Saputo Dairy UK has announces the launch of a new social media campaign for its Vitalite dairy-free spread, celebrating the joy of a dairy-free lifestyle.

The campaign, Viva La Vitalite, aims to build awareness and drive brand relevance and affinity, while also establishing Vitalite’s presence on Instagram. The brand’s first paid social media campaign, Viva La Vitalite takes its cue from Vitalite’s 80s TV advert, re-imagining the brand’s tone for today’s consumers and channels.

For people who are already dairy-free, the campaign will champion a life they’re already living – celebrating the pride and passion they feel about their lifestyle. For new audiences, Vitalite will show them that going dairy-free doesn’t mean missing out on the things you love – reframing the dairy-free life with Vitalite’s positive brand of sunshine joy.

The campaign will also promote Vitalite’s on-pack partnership with online vegan cookery brand Bosh! (announced last week), which allows exclusive free trial of the new Bosh! Method Online Plan across promotional packs of Vitalite spread.

Andrew Curzon, marketing manager, Saputo Dairy UK said: “A dairy-free lifestyle doesn’t have to be one of compromise. In this campaign, we’ve sought to capture the joy that comes with feeling good about your everyday lifestyle choices. It’s distinctive and disruptive and will help Vitalite, as one of the country’s leading dairy-free brands, reach new audiences.”