The "Change without changing" campaign by NotCo, launched in Chile in 2019, positions the brand as an innovator in the food industry that challenges traditional notions of food production and consumption. The core proposition centers on delivering familiar tastes and experiences without compromising health or sustainability. By questioning whether consumers must sacrifice flavor to adopt healthier and more eco-friendly diets, the campaign suggests a transformative approach to food — one that preserves enjoyment while aligning with modern values around wellness and environmental responsibility.
Strategically, the campaign taps into a growing consumer tension between desire and conscientious consumption. It leverages the insight that many people want to make better food choices but resist change that negatively impacts taste or enjoyment. Targeting this mindset, the campaign uses a narrative format filmed in Spanish to resonate authentically with the Chilean market. The creative angle—"Change without changing"—embodies a paradox that invites audiences to reconsider food innovation without the fear of losing what they love. This approach not only aligns with NotCo’s technological and scientific brand identity but also fosters curiosity and openness towards plant-based alternatives disguised as familiar foods.
By addressing the emotional and sensory concerns tied to dietary shifts, the campaign seeks to normalize and simplify sustainable eating as accessible and desirable. Overall, it reflects a market strategy that combines cultural relevance with a disruptive yet reassuring message, positioning NotCo as a pioneer forging a new path in the Food & Drink sector through innovation that respects tradition.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The campaign’s core narrative—“Change without changing”—clearly frames a tension: the desire for sustainability and health often means sacrificing taste. Rather than presenting literal depictions of someone struggling to choose between delicious food and a healthier lifestyle, the campaign leverages the phrase “Change without changing” as an analogy symbolizing this very dilemma. The rhetorical questions (“Do we have to give up on taste?”) and lines like “reinvent the food we love” further point toward a symbolic treatment of the issue, inviting viewers to imagine an abstract solution where taste and sustainability can coexist. There is no direct comparison, testimonial, character-driven story, or overt demonstration, but an implicit, metaphorical framing of the problem and its resolution — classic hallmarks of the Symbolize the Problem creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Quinoa Real – Positioned as a premium organic and natural food brand in Chile, Quinoa Real emphasizes health-conscious consumers seeking authentic, nutrient-rich superfoods. Their strategic angle focuses on local sourcing and traditional Andean ingredients, appealing to those who prioritize wellness and sustainability without compromising on natural quality.
2. Vegafina – Vegafina distinguishes itself as a leader in plant-based processed foods, offering vegan and vegetarian alternatives like burgers, sausages, and dairy substitutes. Their market positioning centers on accessibility and taste parity with animal-based products, targeting environmentally aware consumers who want convenient, delicious, and sustainable food options.
3. Sofía – Sofía is a well-established brand in Chile’s dairy and food market, pivoting gradually towards more health-oriented products with natural ingredients and reduced additives. Their strategy balances traditional consumer loyalty with innovation to address growing demand for healthier, transparent food options while maintaining familiar flavors.
4. Notmilk – Notmilk positions itself as a fresh, plant-based milk alternative that replicates dairy taste and texture using Chilean ingredients. Their competitive edge lies in combining sustainability with local production, targeting environmentally conscious consumers looking for dairy-free options that do not compromise on culinary experience.
5. Emporio La Rosa – While primarily known for premium ice cream, Emporio La Rosa has expanded into natural, artisanal, and organic product lines that emphasize quality ingredients and sustainability. Their brand stands for indulgence rooted in tradition, catering to consumers who seek gourmet food experiences with a responsible, natural ethos.
Q: What is Change without changing about?
A: Change without changing is a 2019 film campaign from NotCo, created by Havas and launched in the Chilean market. The campaign challenges conventional thinking in the food industry by asking whether consumers must sacrifice taste to achieve healthier and more sustainable eating habits. Through a narrative approach, it positions NotCo as an innovator capable of reinventing beloved foods without compromising flavor or enjoyment. The campaign’s central idea is to invite consumers to embrace plant-based alternatives that deliver familiar experiences, all while aligning with contemporary values around wellness and environmental responsibility.
Q: What creative device does Change without changing use?
A: Change without changing employs the Symbolize the Problem creative device, as classified by Clapboard’s 12-format taxonomy. Instead of depicting literal struggles between taste and health, the campaign uses analogy and rhetorical questions to represent the consumer dilemma—whether adopting sustainable eating means giving up on enjoyment. By framing the issue abstractly through the phrase Change without changing, the campaign invites viewers to imagine a world where taste and sustainability coexist, using metaphorical storytelling rather than direct demonstration or testimonials.
Q: What is the campaign proposition for Change without changing?
A: The strategic proposition of Change without changing centers on NotCo’s promise to deliver the foods consumers love without requiring them to compromise on taste, health, or sustainability. By targeting individuals who desire to make better food choices but are reluctant to forgo enjoyment, the campaign positions NotCo as a brand that bridges this gap through innovation. In the context of the Food & Drink market, this message matters because it addresses a widespread tension between indulgence and conscientious consumption, presenting NotCo’s plant-based alternatives as both accessible and desirable for modern consumers.
Q: How does Change without changing rank in Clapboard's archive?
A: Change without changing holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of food industry advertising.
Q: Who are the competitors in NotCo's category?
A: In the Chilean Food & Drink sector, NotCo competes with brands like Quinoa Real, which targets health-conscious consumers seeking premium organic superfoods rooted in local Andean tradition; Vegafina, which leads in plant-based processed foods by emphasizing taste parity and convenience for environmentally aware shoppers; Sofía, a longstanding dairy and food brand evolving toward healthier, more transparent offerings while maintaining consumer loyalty; Notmilk, which focuses on replicating dairy experiences with sustainable, locally sourced plant-based milk; and Emporio La Rosa, known for artisanal ice cream and gourmet products that blend indulgence with a commitment to natural quality and sustainability.
ARCHIVE.webp)
