Freaks of Nature

Turning free-from into full-of

Background

Freaks is a range of deliciously irresistible desserts and yoghurts all made from plants; free-from dairy, gluten and soya. 

 

Insight

‘Free-from’ has exploded over last three years, but the category remains driven by bland wellness-inspired brands that preach puritanical values. And yet, choosing free-from should be a positive choice taken as much for its enjoyment and pleasure as anything else. We wanted to release free-from from its shackles and celebrate it for what it is, and not for what it isn’t.

 

Idea

The ongoing campaign for Freaks celebrates the bold and carefree attitude that says it’s better to take enjoyment in things. Awash with colour and distinctive little quirks; Freaks is a celebration of pleasure that subverts the traditional codes of the category.

The brand has seen distribution grow to another 3 major retailers.

 

BRAND STRATEGY / BRAND WORLD / SOCIAL / OUTDOOR