Charity & Campaigns

Largest-Ever Collaboration of Plant-Based Powerhouse Brands Unites in Landmark Campaign to Drive Consumer Awareness

The Plant Based Foods Association (PBFA) has partnered with advertising agency AKQA Bloom to launch the “May Cause” campaign, a landmark initiative that unites leading plant-based giants such as NotCo, Impossible Foods, Beyond Meat, and many more.

This represents the largest-ever cross-category collaboration of plant-based brands, all working to promote the benefits of a plant-based diet, says the PBFA. Launched during New York City’s Climate Week, the campaign represents a pivotal moment for the industry, shifting the focus from competition to collaboration in order to drive wider consumer adoption of plant-based products.

“This campaign marks a key moment for our industry”

CEO Rachel Dreskin enthused about the initiative, “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.”

In a recent interview with vegconomist, Dreskin noted that achieving a widespread shift away from industrial animal agriculture will require broad support and aligned efforts across the sector, and PBFA is uniquely positioned to lead this effort.

Plant Based Foods Association May Cause
© Plant Based Foods Association (PBFA)

Transforming public perception

The “May Cause” campaign aims to reshape public perceptions of plant-based foods by suggesting that incorporating these products into everyday diets could lead to a range of benefits—from new culinary experiences to improved environmental awareness. The initiative includes a variety of consumer-facing elements, such as a campaign film, radio spots, and educational leaflets.

In NYC, a branded food truck offering free samples of plant-based products from companies like Impossible Foods, Beyond Meat, and The Kraft Heinz NotCo will also serve as a mobile platform for consumer education, intended to spark conversation about the health and environmental advantages of incorporating more plant-based options into daily diets.

Participating brands represent a wide spectrum of the plant-based industry from a cross-section of categories, including Daiya, Bel Brands, TiNDLE, Upton’s Naturals, Mellody, Prime Roots, and Stockeld Dreamery, among others.

Plant Based Foods Association May Cause
©Plant Based Foods Association (PBFA)

A shared vision

The campaign is intended to foster collaboration across the plant-based sector, a concept that has been increasingly spotlighted by industry leaders. Peter McGuinness, CEO of Impossible Foods, has stated that cooperation rather than competition will be vital for the survival of the plant-based movement. Recent reports, such as the “Future of Dairy” report by Eatable Adventures, have affirmed this, citing that partnerships are essential to overcoming industry challenges and expanding the plant-based market.

“For years, the Big Meat and Dairy industries have been planting misinformation, so we’ve chosen to plant joy and deliciousness instead.”

The PBFA-AKQA Bloom partnership is rooted in shared goals of sustainability and social responsibility. By bringing together diverse stakeholders across the plant-based ecosystem, the campaign seeks to broaden the industry’s influence and drive meaningful change.

Jean Zamprogno, co-founder and executive creative director of AKQA Bloom, stated, “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.”

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