Plant-Based Products

Daiya Goes Heavy on the Drama in Film Noir-Style Ads for Plant-Based Cheese

The campaign, a departure for the increasingly crowded category, comes from longtime agency TDA Boulder

A black and white image of a woman in a state of dignified devastation. The caption reads, Nachos without cheese are just chips. — In intentionally over-the-top spots, distressed characters have to deal with dry toast and plain chips.TDA Boulder, Daiya

By T.L. Stanley

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The characters in new ads for Daiya are clearly distressed—the evidence is written all over their tear-stained faces in videos that look like scenes from classic film noir.

The source of their trauma? Life without cheese, which leads to dry toast instead of gooey grilled cheese sandwiches and plain chips instead of melty nachos.

Oh, the agony.

(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)TDA

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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