Italian plant-based cheese brand Dreamfarm has partnered with Al.ta Agency for a new marketing campaign that involves “sending cows on vacation”.
The integrated campaign aims to convey that thanks to Dreamfarm’s dairy-free cheeses, cows can finally take a break. Earlier this week, performers dressed in cow masks and tourist outfits were seen walking between Piazza Cordusio and Castello Sforzesco in Milan, led by a “tour guide cow” holding a branded sign.
The stunt attracted the attention of passersby and tourists, many of whom stopped to take videos and photographs. A kit was sent to plant-based influencers and creators ahead of time to amplify the activation.
In the coming days, short online videos will follow, documenting the cows’ departure for vacation.
“Reflection with a smile”
Dreamfarm specializes in plant-based cheeses that combine innovation with Italian culinary tradition. Its products are made in-house, predominantly from almonds; they are said to have very short ingredient lists, balanced nutritional values, and low saturated fat content.
The brand’s range currently includes mozzarella, stracciatella, ricotta, and spreads. In Italy, the products are distributed by Esselunga, Coop, Conad, and various 100% plant-based stores. Dreamfarm has also expanded to the Netherlands, Belgium, and Germany.
“Our choice was to tell the story of plant-based living without divisive tones or shocking imagery,” said Dreamfarm and Al.ta Agency in a joint statement. “Instead, we opted for a sunny, symbolic, and light-hearted provocation — one that sparks reflection with a smile, about the positive change Dreamfarm aims to create.”
