In the action, the audience can make suggestions for fun activities for the character to get out of boredom.
NotCo launched a campaign where the startup’s Instagram followers are on a mission to help VacaGogh decide how she could enjoy her freedom, as she no longer needs to produce milk due to the plant-based options of the NotMilk line.
In the action, the public can make suggestions for fun activities for the character to get out of boredom and the most creative ideas were transformed into photomontages throughout the week. In the end, the brand announced VacaGogh’s decision on how she will spend her time: creating paintings with unique artwork.
“VacaGogh’s campaign is a fun and humorous way to prove how animals can live well if we pursue conscious consumption with plant-based foods,” said Vanessa Giangiacomo, Head of Marketing at NotCo.
According to Mapa (Ministry of Agriculture, Livestock and Supply), Brazil is the third largest milk producer in the world, with more than 34 billion liters per year and produced in 98% of Brazilian municipalities. Milkpoint consultancy also revealed that in some of these producing cities, production per animal reached extremely high values in 2021; in the South region, the average amount of milk per cow/day was 36.68 liters.
“Animal monocultures strongly impact the environment due to CO2 emission levels and the amount of water required. So, the more a farm produces, the more the planet is affected”, explained the Head of Marketing.
