Plant-Based Alpha Foods Makes Mischief Agency of Record

By Erik Oster 

Frozen foods brand Alpha Foods has named Mischief, the shop launched by former BBDO CCO Greg Hahn earlier this year as part of Canadian agency No Fixed Address, as its agency of record. There was no formal review process, but the brand considered a number of agencies before ultimately appointing Mischief as its agency of record.

The brand, whose products can be found in grocery store frozen aisles or ordered online for direct delivery, recently completed a round of funding with an eye to future marketing efforts.

“We’ve pushed the plant-based industry far beyond what anyone several decades ago could have imagined for the category,” Alpha Foods co-founder and CEO Cole Orobetz said in a statement. “We’re far beyond the fringe now, which is to say we’re addressing the appetites and concerns of mainstream consumers—and now it’s time for us to match the exponential growth in the industry with multi-pronged marketing that addresses everyone, wherever they are on the road to eat more plants.”


“That’s why we’re so excited about our new partnership with Mischief @ No Fixed Address,” added Alpha Foods’ director of marketing Arinn Ryan. “We’re two companies pushing for breakthroughs: where Alpha is dedicated to further disrupting and innovating in the plant-based industry we found a perfect match in the well-seasoned, creative team at Mischief.”

Mischief will be tasked with a “creative reimagining” for the brand in 2021, responsible for Alpha Foods’ strategic vision and brand’s voice. The agency has already started working on a number of brand designs and creative activations for next year.

“The category as a whole tends to be overly preachy or rigid. Alpha is perfectly positioned to change that,” Mischief @ No Fixed Address executive creative director Kevin Mulroy said in a statement. “We’ve loved all of our chats with our new friends at Alpha. And we especially love their desire to be bold and disruptive in a category that desperately needs it.”