Plant Based Foods Association (PBFA), the leading US trade association representing the plant-based industry, and AKQA Bloom, its official agency of record, have created a modern, unexpected and curiosity-inducing campaign that includes a huge activation in New York, a quirky campaign and a brilliant promise, plant-based foods may cause (followed by a series of desirable results).
The activation launched during Climate Week in New York City, kicking off the partners’ first campaign, May Cause, supporting PBFA’s mission to champion, strengthen, and elevate our members and the plant-based food industry.
The activation marks the first time the plant-based foods industry, spanning across categories, have come together to unite in a collective message about the benefits of plant-based foods. The collaboration shows how these brands are aligning their voices to champion a healthier, more sustainable future. By joining forces, they demonstrate the power of working together for a greater cause, illustrating how plant-based alternatives can play a crucial role in addressing environmental challenges.
The wildly playful May Cause campaign by AKQA Bloom is designed to shift public perception of plant-based foods by highlighting the positive and unexpected changes they can bring to people’s lives. The campaign emphasizes how incorporating more plant-based options may cause individuals to experience various benefits—such as expanding their world view, finding new flavours, and having trouble sharing shareables. The concept cleverly challenges common misconceptions about plant-based foods by illustrating their many benefits through engaging messages and activations.
The full campaign and activation include the campaign film; radio spots; a leaflet distributed digitally and physically, attached to products in grocery stores and handed out; and a branded food truck in NYC, offering free samples of plant-based foods. The food truck will also serve as a mobile platform for educating consumers about the environmental and health benefits that plant-based eating may cause.
Brands participating in the Climate Week Food Truck include The Kraft Heinz NotCo, Impossible Foods, Beyond Meat, Daiya, TiNDLE, Bel Brands, NUMU Food Group, Upton’s Naturals, Prime Roots, Mellody, Stockeld Dreamery, Armored Fresh, Milkadamia, Abe’s & Hodo Foods
PBFA CEO, Rachel Dreskin, stated, “This campaign marks a key moment for our industry. By coming together, for the very first time, as a diverse coalition of brands across 20+ plant-based food categories, we are engaging and inspiring a growing community of consumers around a singular marketing platform. By collaborating with AKQA Bloom and our members, we’re demonstrating how strategic, unified messaging can broaden the industry’s influence and realize its potential and myriad of benefits.”
AKQA Bloom co-founder & ECD, Jean Zamprogno, added, “A better future for us and our planet begins with a shift in consumer behavior, and no industry is better than ours to lead the way. For years, the Big Meat and Dairy industries have been planting misinformation, so we’ve chosen to plant joy and deliciousness instead.
Credits
Client: PBFA
Agency: AKQA Bloom
Co-founders & ECDs: Jean Zamprogno & Fernando Pellizzaro
Group Account Director: Silvia Brihy
Group Creative Director: Rodolfo Fernandes
Executive Producer: Heather Harlow
Senior Art Directors: Luiza Lopes & Sera Takata
Senior Copywriter: Isabella Ciardelli
Copywriter: Cam Hamlet
Growth & Sustainability Director: Emma Riley
Strategy Director: Erica Rigobello
Associate Delivery Director: Leandro Santini
Senior Project Manager: Tyler Hilton
Videographer & Editor: Vincas Sruoginis @ Faktion Films
Photographer: Francisco de Deus
Illustrator: Lucas Succi
Chef: Nina Curtis
Graphics: Justin Foeller @ Premier Press
Take1 Creative, Retouching: James Jorio & Terence Elliot
Music Company: DaHouse Audio
Composer & Global Music Director: Lucas Mayer
Executive Producer: Carol Masseti
