DUG the delicious, creamy and vegan friendly plant-based drink, made from potatoes has announced the appointment of VCCP Media as its UK media planning and buying agency. The account was awarded after a two-way competitive pitch process and the win marks DUG’s first media agency in the UK.
The spud based dairy substitute, DUG, which has a low climate footprint has already created a splash in the crowded plant based milk category. As DUG’s media agency, VCCP Media will lead on the inaugural UK media campaign, #DARETODUG, as their products hit UK supermarket shelves.
DUG’s debut UK campaign, #DARETODUG soft-launched in August this year with hero OOH on a giant biodegradable vinyl banner as well as geo targeted digital, and will roll out widely across the UK next month, in October. Aimed at driving awareness and UK sales, VCCP Media is responsible for the strategy and commercial amplification supporting DUG’s UK launch and roll out across UK grocery stores.
The campaign, #DARETODUG, marks DUG’s first UK targeted campaign for the Swedish born, award-winning potato m!lk and celebrates the benefits of the brand ’. Mindful of the need to engage both category rejecters and dairy alternative consumers with existing brand preferences, the targeted media campaign is designed to inspire audiences to challenge their perceptions, step away from the norm and delve into the unexpected. In order to cut through this highly saturated market, #DARETODUG has been built around the daring, revolutionary personality of the brand.
Rachel Redman, UK Marketing Director at Dug said: “We felt the team at VCCP Media immediately understood what we are planning to do both from a strategic and commercial perspective. Their strong entrepreneurial spirit demonstrated that we are all aligned for success.
Tara Marus, Joint CEO at VCCP Media added: “We are really excited to be involved in the launch of DUG into the UK market working with their innovative and passionate team, as a Challenger brand with challenger spirit, they really do epitomise the type of brand we love to work with”.
DUG is a Swedish brand with its roots in science and research by Professor Eva Tornberg at Lund University. It’s where their patented emulsion technology was developed, and where they continue to develop new ways to harness the power of potatoes. Their plant-based drinks are currently sold in stores across Sweden and the UK.
Further #DARETODUG activity is planned and will launch in October.