Fake Cheese, Long a Flavor Failure, Is Growing as Brands Like Daiya Refine the Recipe

Campaign from TDA Boulder focuses on craving and simple moments rather than selling veganism

It might be unspoken in the marketing world, but it’s no secret to consumers who have eaten fake cheese in the last few decades: Many of those products are, well, gross.

Daiya, a Canadian brand that launched in 2008, tacitly acknowledges the problem and uses it as an underlying theme in three new spots with the tagline, “Enjoy the Unexpected.”

The campaign, which represent the brand’s heaviest investment in digital video to date, aims to challenge preconceived notions about non-dairy cheese and put an upbeat spin on the category, which represents a small but growing slice of the plant-based food market.

For context, reviews of vegan cheese—which can be made from a range of ingredients like nuts, pea protein, tofu or soy—have often described the options in the marketplace as “rubbery” and “artificial,” comparing

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