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

September 29, 2021

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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.

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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