Italian Vegan Cheesemaker Sends Cows on Vacation in New Milan Marketing Push

Italian plant-based cheese startup Dreamfarm launched a new marketing campaign in Milan, sending actors dressed as cows on vacation through the city streets. The guerrilla marketing stunt aimed to promote the idea that cows are no longer needed to produce great-tasting cheese, thanks to Dreamfarm's dairy-free alternatives. The campaign, titled The Cows Go on Vacation, was created by Al.ta Agency to spark reflection about plant-based living in a light-hearted and positive manner.

The campaign targeted young Italians, who are driving the adoption of plant-based diets in the country. With 82% of 17- to 35-year-olds embracing plant-based diets for health and climate concerns, there is a growing market for plant-based brands in Italy. Dreamfarm, known for its clean-label dairy-free products made from almonds and cashews, aims to capitalize on this trend by offering vegan alternatives to classic cheeses like mozzarella and ricotta. The company's success in the market has attracted €5M in funding and expanded its product availability across Europe.