Award-winning potato-based m!lk brand DUG appoints VCCP Media as first UK Media Agency

VCCP Media will spearhead media planning and buying as the plant based m!lk brand hits UK supermarket shelves


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DUG, the delicious, creamy and vegan friendly plant-based drink, made from potatoes has announced the appointment of VCCP Media as its media planning and buying agency. The account was awarded after a two-way competitive pitch and the win marks DUG’s first media agency in the UK.

DUG is a Swedish brand with its roots firmly in science & research and was developed by Professor Eva Tornberg at Lund University. It’s where their patented emulsion technology was developed, and where they continue to develop new ways to harness the power of potatoes. The spud based dairy substitute, DUG, has a low climate footprint and has already created a splash in the crowded plant based milk category both in Sweden and now in the UK.

As DUG’s media agency, VCCP Media leads on the inaugural UK media campaign, #DARETODUG and is responsible for the strategy and commercial amplification supporting DUG’s UK launch as their products hit UK supermarket shelves driving awareness and UK sales. #DARETODUG soft-launched in August this year with hero OOH on a giant biodegradable vinyl banner as well as geo targeted digital, and will roll out widely across the UK next month, in October.

Rachel Redman, UK Marketing Director at Dug said: “We felt the team at VCCP Media immediately understood what we are planning to do both from a strategic and commercial perspective. Their strong entrepreneurial spirit demonstrated that we are all aligned for success.

Tara Marus, Joint CEO at VCCP Media added: “We are really excited to be involved in the launch of DUG into the UK market working with their innovative and passionate team, as a Challenger brand with challenger spirit, they really do epitomise the type of brand we love to work with”.

The campaign, #DARETODUG, marks DUG’s first UK targeted campaign for the Swedish born, award-winning potato m!lk and celebrates the benefits of the brand. Mindful of the need to engage both category rejecters and dairy alternative consumers with existing brand preferences, the targeted media campaign has been designed to inspire audiences to challenge their perceptions, step away from the norm and delve into the unexpected. In order to cut through this highly saturated market, #DARETODUG has been built around the daring, revolutionary personality of the brand. 

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