This brand sends cows on vacation to promote its plant-based cheeses

Italian plant-based cheese brand Dreamfarm has launched a playful new campaign in partnership with Al.ta Agency, designed to highlight the benefits of dairy-free eating — for both people and cows. Titled “Sending Cows on Vacation,” the campaign kicked off with a humorous street performance in central Milan.

Performers dressed as cows in tourist outfits were spotted walking between Piazza Cordusio and Castello Sforzesco, led by a “tour guide cow” holding a Dreamfarm-branded sign. The unusual sight drew the attention of passersby, many of whom stopped to film and share the moment.

Social amplification and upcoming content

Ahead of the activation, Dreamfarm sent kits to plant-based influencers to build excitement online. The campaign will continue with a series of short online videos, following the cows’ whimsical “holiday.”

Crafted from almonds, rooted in tradition

Dreamfarm

Dreamfarm’s range of plant-based cheeses is made in-house, primarily from almonds. The brand emphasises short ingredient lists, low saturated fat, and balanced nutritional values. Products include mozzarella, ricotta, stracciatella, and spreads — all crafted to reflect Italian culinary tradition.

Read more London’s must-queue street food spot: Pockets and its legendary pitta

A growing European brand

In Italy, Dreamfarm is stocked by Esselunga, Coop, Conad, and various plant-based shops. The brand has also expanded into the Netherlands, Belgium, and Germany, meeting increasing demand for sustainable cheese alternatives.

In a joint statement, Dreamfarm and Al.ta Agency described their approach as "a cheerful call for change." They explained, “The choice was to tell the story of plant-based living without divisive tones or shocking imagery. Instead, the team opted for a sunny, symbolic, and light-hearted provocation — one that sparks reflection with a smile.”