Dairy-intolerant consumers were becoming used to feelings of isolation, reinforced by the “living without” and “no, no, no” messages rampant within the dairy-free category. SRG took the So Delicious brand in the opposite direction. We built a thriving social community from scratch. Meaningful online tools and content, plus cross-channel outreach initiatives were employed to educate, excite, and ignite these passionate believers. Strong advocating on the brand’s behalf plus our current campaign “Say yes to what you love” has contributed to So Delicious’s incredible 250% growth over the last three years.