Vivera is an international player in the field of plant-based meat substitutes. A huge growth market, where building a strong identity is crucial. To support this ambition, TAMBR developed their musical identity.

Your market is growing, and increasing market share is an important task in that. How does a musical identity help Vivera with this?

In our market, brands are not yet very strong, and there is mainly loyalty to the product. There are also a lot of new entrants. A strong brand leads to greater loyalty and can thus increase your market share. Developing a powerful brand identity is very important for Vivera. We do this by being distinctive and recognisable. In image, but also in sound. Music is very recognisable and gives a lot of character to your brand. That’s why we have developed a musical identity with TAMBR.

How are your brand values translated into music? What features do we hear? 

Our brand stands for plant-based positivity and invites people to easily switch to plant-based eating and thus join the Goodness Movement. There is a positive vibe in the melody and a rhythm that invites you to explore and join in. And if you listen closely, you can hear the sound of clattering pots and pans, because with our products you’re naturally spending a lot of time in the kitchen.

You have launched your musical identity with a campaign on TikTok. Why?

TikTok is a very popular medium, with relatively little advertising. Music obviously plays an important role on this platform, so our first TikTok campaign was built around our musical identity. This immediately delivered a huge reach and a lot of visibility!