Plant-Based Products

Plant-Based Brand Lightlife Recruits Awkwafina as Voice of Its Largest Marketing Campaign to Date

The ads, debuting after a year of recipe overhauls, promise 'no artificial anything'

Lightlife's product line of plant-based foods — The campaign—and product overhaul—reflects consumers' desire for simplicity in plant-based foods.Lightlife

By T.L. Stanley

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A year after vowing to clean up its products—and starting a plant-based food feud with some of its competitors—Lightlife is kicking off its most significant marketing to date with a campaign that leans into its simplified recipes and features the voice of actor-comedian Awkwafina.

The legacy brand, owned by conglomerate Greenleaf Foods, has devoted the past 12 months to “listening to our consumers and actively bettering our portfolio,” according to Dan Curtin, president of Lightlife.

Its new advertising, from 160over90, is the public unveiling of the effort, under the tagline “Simple ingredients for a full life.”

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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