Silk's Breakfast Concert Series Delivers the Smooth Jams

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For Silk, breakfast jam is taking on a whole new meaning. The purveyor of plant-based milk just launched "Tiny Kitchen Concerts," an acoustic series featuring performances from up-and-coming musicians like Daniel Seavey, Brittney Spencer, JORDY and Ogi.

The initiative "celebrates the 'Silk Restage' that we launched this year, which unifies the portfolio under one vision that is more authentic, modern and iconic for next-generation consumers, who are incorporating more plant-based products into their lives," says Olivia Sanchez, VP of marketing, plant-based beverages at Silk parent Danone North America.

Silk identified up-and-coming artists across different genres, "all known for their seriously smooth sounds" that would shine in intimate, acoustic performances, Sanchez says.

Alternative milk strikes the right chord for country artist Spencer, who has enjoyed Silk since her days working at a juice bar. 

"I still enjoy those recipes at home, using Silk Vanilla Almondmilk as a base for my favorite smoothies," Spencer says. "Being a part of the Tiny Kitchen Concerts was the perfect opportunity to try some new sounds and share a tasty recipe at the same time."

And pop singer JORDY says, "I'm constantly testing new sounds and remixing classic hits. I find inspiration in everything—the kitchen is no exception!"

The goal, says Sanchez, is to help consumers "remix" how they start their day, and inspire them to reach for Silk while blending their morning smoothies or enjoying a bowl of cereal.

The series follows Silk's next-gen nod to iconic milk mustache ads, and riffs on NPR's Tiny Desk Concerts.

As a part of the campaign, Silk is inviting fans to tune in for a chance to receive free Almondmilk. There is also an opportunity to win a 12-month subscription to the music streaming platform of their choice. 

"This activation celebrates the next generation and the food choices they're opting for on a regular basis, and the sweepstakes is one way for consumers to join in on the fun," says Sanchez.  

Fans can post photos or videos featuring their Silk Almondmilk breakfast to TikTok or Instagram using #SilkAlmondmilk and #Sweeps through April 20.

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Shahnaz Mahmud
Shahnaz Mahmud is a contributing writer to Muse by Clio.

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