Sanitarium : BVOD

Taste-Driven Brand Lift Through Smart Screens Campaign

So Good is a taste-first, plant-powered brand that’s earned its place in Aussie fridges. With a range spanning oat, almond, soy, protein milks and frozen desserts, So Good delivers flavour without compromise. But in a category growing fast - and filling up with competitors - staying number one takes more than simply showing up.

The Challenge

Plant-based milk is booming – but so is the competition. So Good needed to cut through the noise and reinforce its reputation as the category leader. The core challenge? Extend reach across screens and shift consumer perception from not only a healthy alternative but also the delicious choice.

Objectives

Drive incremental reach across screens without expanding the budget.
Maintain So Good’s position as the number 1 plant-based milk brand in a crowded category.

Strategy & Execution

A unified screens strategy pushed beyond traditional TV and YouTube – targeting the tastemakers wherever they streamed.

BVOD channel selection played a crucial role:

Foxtel, Tubi, 7Plus, and 10Play were activated with a mix of deal types to maximise CPM efficiency.
Sophisticated targeting aligned with Media Mix Modelling (MMM) insights.
Integrated frequency capping across BVOD and YouTube ensured minimal overlap and maximum exposure.

Strategy & Execution