As the industry, and consumers at large, undergo a green revolution, Adweek is keeping its finger on the pulse of what brands are doing to go green, reduce their carbon footprint and capitalize on sustainability. One of those categories is plant-based products. This space is growing in popularity as consumers look for environmentally friendly alternatives to their favorite foods, household products, clothing and beyond. Adweek’s plant-based product category page tracks new entrants into the plant-based space. It also shows what legacy brands like Burger King and KFC are doing to revolutionize their plant-based strategies and keep up with the demands of today’s eco-conscious consumers through campaigns, new products and engaging customer experiences.
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Kids Share Their Confusing Times as Burger King Campaign Returns

The third entry in the series continues to promote the fast food chain's plant-based menu items.

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Oatly Offers Free Ad Space to Dairy Companies–On One Condition

Oat drink Oatly is touting its sustainability and challenging the dairy industry to show its carbon footprint.

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Oatly and Minor League Baseball are ‘Down to Clown’ in Unique Partnership

The multiyear Oatly-MiLB relationship, announced today, kicked off recently at 120 stadiums in the U.S. and Canada with recognizable hallmarks like on-site branding and media, sampling and swag giveaways.

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Got Wood Milk? Aubrey Plaza’s Artisanal Venture Spoofs Plant-Based Alternatives to Dairy

The MilkPEP campaign featuring The White Lotus star parodies the rise of alt-milk brands.

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Impossible Foods Latches Onto Tiny Food Trend to Tout Eco-Friendly Footprint

Several short teaser videos tout eco-friendly stats that say Impossible Foods use 92% less water, 96% less land and 91% less greenhouse gas emissions to produce than animal beef.

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Just Egg Supports Drag Brunch in Tennessee as Anti-LGBTQ Law Takes Effect

Calling the new law “a thinly veiled attempt to divide people and communities,” Just Egg executives say this is the first in a series of brand-backed events that will take [...]

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Plant-Based WhatIF Foods Uses Aliens, Zombies and Cows to Spread Eco-Friendly Message

Whimsical tone meets serious subject in animated ads from agency of record fable.works.

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When Vandals Targeted His Campaign, This CMO Went Guerilla

CMO Romain Jolivet on his move from Danone and the challenges of marketing a plant-based product.

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Veganuary Recruits 300-Plus Brand Partners and Drops an ’80s-Style PSA for Its 2023 Campaign

The nonprofit group also launches its first podcast and YouTube series.

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Hotline Hijinks: JB Smoove Slays Your Excuses for Not Eating Plant-Based Eggs

Smoove, a loud-and-proud vegan who started narrating the brand's "Really Good Eggs" commercials in 2021, has expanded his role to be front and center in the first wave of ads [...]

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Top 10 Plant-Based Food Marketing Moves of 2022

As the $7.4 billion U.S. industry has continued to grow, it has seen an explosion of products, meaning that distinctive, clutter-busting, strategic marketing is more important than ever.

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Plant-Based Eaters: Oatly Has an Emotional Support Hotline You Can Call on Thanksgiving

This holiday is a potentially stressful one for non-meat eaters, so the brand is here to help.

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Plant-Based Brand Wholly Veggie Drops a Heavy Metal Anthem for Healthy Eating

The goal was to grab attention in a crowded plant-based food space, while aiming to put Wholly Veggie in league with powerhouse competitors like Totino’s, TGIF and other staples in [...]

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Impossible Foods Hires Ad Agency Vet as First CMO as Faux Meat Category Falters

Sims, leaving her current gig at Deloitte Digital and joining Impossible in January, has marching orders that include building awareness, spiking trial and, in a broader sense, lighting a path [...]

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Vegan Competition Show Cooks Up Plant-Based Dishes and Breaks Down Stigmas

The show, a three-part contest to name the “hottest vegan chef,” is distributed on Roku, Apple TV and Amazon Fire via UnchainedTV, a free vegan-centric network. Billed as a groundbreaker [...]