Plant-Based May Cause: Trade Body Launches First Vegan Industry Ad Campaign

The Plant-Based Foods Association (PBFA) has launched the first vegan industry ad campaign in collaboration with leading companies in the US vegan sector. The campaign, titled 'Plant-Based May Cause', uses a quirky and contradictory approach to highlight the benefits of plant-based eating. It features a 60-second spot and a 10,000-word leaflet that challenges misconceptions and promotes the benefits of a vegan diet.

The campaign, created in partnership with marketing agency AKQA Bloom, showcases the impact of plant-based food on the environment, health, and society. It also includes a food truck serving plant-based dishes and a leaflet with recipes and information on the benefits of vegan food. This initiative demonstrates unity within the plant-based industry at a time when funding and investment in plant-based startups are challenging.