A delicious and plant-based activation in the heart of Paris
In a context where the search for authenticity is a priority for younger generations, Violife has successfully adapted to Gen Z’s expectations by combining innovation, sport, and engagement. The brand chose to partner with an iconic sports event to create an activation that blends well-being, plant-based pleasure, and solidarity.
A double impact activation
To engage Millennials and Gen Z, Violife chose an activation strategy that combines influence and street marketing, driven by strong values: plant-based indulgence and solidarity.
In collaboration with GLOBE and ADMS, the brand developed an original and unifying campaign in Paris, designed to create proximity, drive store traffic, and enhance its visibility with a young, active, and engaged audience.
The idea was to capitalize on the energy of urban running to embody the brand’s dynamism while offering an unexpected taste experience in the heart of the city. This activation allowed Violife to position itself as a responsible brand closely connected to its consumers—an ideal way to strengthen engagement while appealing to an audience in search of authenticity and novelty.
An immersive and unifying experience
For the Run for All race, influencer Alicia Mechani took on the challenge alongside participants, adding a truly human and inspiring dimension to the event.
The runners then enjoyed a 100% plant-based snack, offered by Violife – a concrete way to introduce the products in a moment of conviviality.
The setup, designed to maximize both physical and digital impact, drove traffic to the stores through an effective drive-to-store mechanism, while also creating online engagement around the event. This activation enhanced Violife’s visibility while offering participants a truly engaging experience.
