Violife Makes Resolutions Deliciously Easy with Its 2025 Campaign to Defy National Quitter’s Day
This New Year, Violife® is encouraging Americans to leave behind unrealistic resolutions and instead embrace something more achievable—and far tastier. Taking over National Quitter’s Day on January 10th, the day when many abandon their goals, Violife’s bold 360-degree campaign inspires everyone to switch to dairy-free cream cheese. With its delicious flavor, Violife proves that resolutions can be easy to keep when they taste this good.
“At Violife, we believe that resolutions should be enjoyable, not burdensome,” said Monica Bordin, Head of North America Commercial Operations at Violife. “With 91% of Americans struggling to stick to their New Year’s resolutions2 and many giving up by National Quitter’s Day, we’re stepping in with an empowering alternative. As the #1 dairy-free cream cheese brand in the U.S., we’re helping people say goodbye to compromise and hello to flavorful, dairy-free living. Our cream cheese is 100% resolution-proof!”
Campaign Highlights
Launching on January 1, 2025, the campaign will run across five major U.S. markets: San Francisco, Austin, Washington, D.C., Miami, and New York. Out-of-home (OOH) advertising will feature prominently in San Francisco and Austin, supported by digital and social media across all locations.
Out-of-Home (OOH) Advertising
Starting January 1, high-traffic areas in San Francisco and Austin, including spots near gyms and financial institutions, will feature dynamic billboards, digital kiosks, and wild postings. These strategic placements target common resolution themes—fitness and saving money—with clever, motivational messages such as:
- “Sacrifices Are For People Who Are Not You”
- “Why Give Up When You Can Give In”
- “Your Tastiest Return On Investment”
By positioning dairy-free living as a fun and flavorful choice, Violife is showing consumers that resolutions don’t have to be difficult.
Digital and Social Media
Violife’s playful social media ads on Facebook, Instagram, and TikTok will challenge the idea of hard-to-keep resolutions. In one video, a gym-goer is seen running on a treadmill, only for the camera to pan to a window sign that reads, “Violife is 100% resolution-proof, unlike gym memberships.” Another spot humorously highlights how Violife’s cream cheese is one resolution that lasts beyond National Quitter’s Day.
Celebrity and Influencer Partnerships
On January 10th, Violife will announce exciting collaborations with celebrities and influencers, including:
- Amanda Cerny
- Nzinga Young (@veganzinga)
- Henna Sharee (@hennasharee)
- Lauren Murawski (@eat.glutenfreewithme)
- Ashley Wicka (@ashleywicka)
- Raven Ross (@pilatesbodyraven)
Fans can follow the campaign on Instagram and TikTok using the official hashtag #QuitDairyWithViolife.
“This campaign flips the traditional New Year’s resolution narrative,” said Olga Osminkina-Jones, Global President and Chief Growth Officer at Violife. “As the top dairy-free cream cheese brand in the U.S., Violife is uniquely positioned to turn resolutions into something people genuinely enjoy. With dynamic OOH placements and fun social media content, we’re meeting consumers where they are and offering a message that resonates: the best resolutions are the ones you love keeping.”
Where to Find Violife
Violife’s Just Like Cream Cheese Block and Just Like Original Cream Cheese Tub are available nationwide at leading retailers, including Whole Foods Market, Albertsons, Wegmans, Walmart, Safeway, Sprouts, HEB, Food Lion, ShopRite, Publix, and Kroger.
About Violife
Violife is a leading brand dedicated to crafting delicious, high-quality dairy-free alternatives. With a commitment to innovation and taste, Violife’s range of plant-based cheeses and spreads deliver exceptional flavor and texture without compromise. As a pioneer in the plant-based food industry, Violife continues to push boundaries and delight consumers worldwide.
Follow Violife
- Instagram: @violife_foods
- TikTok: @violife_foods
Contact:
[email protected]
Sources: 1 Nielsen, U.S. Unit Share of Alt Cheese, latest 26 weeks, week ending 11/30/24. Violife® dairy-free cream cheese: 33.5%. 2 Schwantes, Marcel, “Studies Show 91 Percent of Us Won’t Achieve Our New Year’s Resolutions. How to Be the 9 Percent That Do,” Inc.com (January 8, 2022), available at Inc.com.
SOURCE: Violife
