Silk begins new campaign
By Adnews Staff
Danone has begun a campaign called “Plantbassador” for its plant-based food product line Silk. The national campaign features hockey player P.K. Subban and is intended to demonstrate the ease with which plant-based foods can be added to a consumer’s diet. The effort encourages consumers to add one Silk product to their diet as an introduction to the brand. It consists of 15- and six-second video executions. The campaign was developed by Mint, Wavemaker and Carl Social Club.