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Cheeseburgers sizzling on a hot grill are as American as apple pie, baseball and monster trucks.
But a real meat burger topped with plant-based cheese? In this highly polarized environment—when food choices can fuel bare-knuckle battles along political lines—whose head is likely to explode first at this concept, a vegan or a carnivore?
Daiya, a Canadian brand that has pushed boundaries in its category in the past, is going full sacrilege—and out on a limb—in the latest iteration of its continuing campaign, “100% Plant-Based, Even If You’re Not.”
The new work, from longtime agency of record TDA Boulder, makes sure there’s no confusion about what viewers are seeing.
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