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, — In intentionally over-the-top spots, distressed characters have to deal with dry toast and plain chips.TDA Boulder, Daiya

By T.L. Stanley

June 28, 2022

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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.

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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