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A movement is afoot among players in the plant-based food space to form a coalition to boost sales and combat stepped-up attacks from Big Agriculture, with an ultimate moonshot being the category’s version of iconic ad series like “Got Milk?” and “Beef, It’s What’s for Dinner.”
But what, exactly, would such a campaign look like?
Though executives don’t expect the group to formally launch until 2024—with time then needed to enlist creatives and produce work—some are already considering what kind of message the industry should collectively send to the American consumer.
Opinions at this early stage are nearly as plentiful as the brands in the jam-packed space, perhaps underlining how challenging it may be to get consensus from the CEOs, founders and marketing teams who would eventually participate.
Battling Big Ag
Maybe no issue is more pressing than this: Should the industry,...
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