Amsterdam creative agency, Cloudfactory, has landed Greenforce, the German food tech scale-up, as a client. Together they intend to make plant-based eating become the new normal. Greenforce is doing so with vegan products in powder form and was last year’s winner of PETA’s Vegan Food Award.

“We sell our products in a number of other countries like Switzerland, England and Croatia – to name a few – and are active with our web shop in the Netherlands for a year now,” explained Ferry Kamp, Chief Growth Officer at Greenforce. “We conducted a short international pitch and, chose Cloudfactory because of its international team and experience with purpose-driven campaigns.

“Our plant-based products are made from natural ingredients such as peas, broad beans and oats. The sustainably packaged powders don’t need to be refrigerated and have a long shelf life, and you can create the end-product (from burgers and spreads to yoghurt and scrambled eggs) yourself at home. This means we save a lot of energy, reduce food waste and our products are more affordable.

“At Greenforce, we like to stay away from negativity, climate doom scenarios and scaring people, preferring to focus on a positive message, choice, and a wealth of products. In other words, we sell hope. Almost half of all consumers in Western Europe are open to the idea of less meat or dairy. The question is, how do we convince them to eat plant-based a few times a week? That’s our mission: to make plant-based the new normal.

“We’re not against meat or dairy but believe meat consumption should be the exception. As it was 50 years ago,” the company stated.

César García, creative director, Cloudfactory: “Greenforce is the type of client that fits perfectly with our creative activism vision – we believe that brands need to think, communicate, and act like activists. Not only because there is no future for a brand without a purpose, but because people are demanding that they act upon it.

“Greenforce is completely aligned with this way of thinking. It is a brand that’s fully devoted to its mission: they don’t want to be a plant-based alternative, they aim to become the catalyst in changing people’s eating behavior that will make plant-based food the norm. A difficult but very necessary and very positive challenge.”

Julio Álvarez, creative director Cloudfactory, added, “Despite being a new category, plant-based food is established in the market with many brands already. Until now, the communication has been functional, with a focus on landing the category amongst consumers. However, now that everyone is familiar with plant-based food, it is the perfect moment to build their own personality and differentiate themselves from the rest.

“There is nothing more exciting for an agency than being able to help a brand disrupt a whole category. Especially with a purpose-driven brand like Greenforce.”