Vegan Nightmare: Plant-Based Daiya Brand Touts Real Beef Cheeseburgers in New Ad

The campaign, from longtime agency TDA Boulder, goes full sacrilege and challenges industry norms

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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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