A Plant-Based and Engaging Activation in the Heart of Paris
In a context where Gen Z is increasingly seeking authenticity, innovation, and purpose, Violife successfully tapped into these expectations by combining plant-based indulgence, sport, and solidarity. The brand chose to activate within a flagship sports event, creating an immersive and meaningful experience that blended well-being and conviviality. This approach positioned Violife as a responsible and innovative brand, building strong connections with young, experience-driven consumers.
A Strategy Combining Influence and Proximity
To engage both Millennials and Gen Z, Violife collaborated with GLOBE and ADMS to design a hybrid activation campaign mixing influence, street marketing, and experiential product discovery.
Urban running was used as the central theme, symbolising the brand’s energy and its connection to young city dwellers. By combining on-the-ground proximity with strong digital visibility, the campaign succeeded in driving in-store traffic while boosting online engagement.
An Immersive and Unifying Experience
During the Run for All race, influencer Alicia Mechani joined participants, adding a truly human and inspirational dimension to the event.
After the run, athletes were treated to a 100% plant-based tasting break, offered by Violife, turning this sporting moment into a memorable sensory and social experience.
With a powerful drive-to-store mechanism and digital amplification, the activation significantly increased Violife’s visibility and awareness, while creating an authentic emotional bond with its community.
