The first action of the partnership will take place during New York Climate Week with activations to launch the campaign
AKQA Bloom announced that it will be the official agency of the Plant Based Foods Association (PBFA). The first creative activation, “May Cause,” will debut at New York Climate Week, as will the first campaign. It will be the first time that the plant-based food industry, spanning multiple categories, will come together to deliver a collective message about the benefits of these foods.
The action encompasses films, radio spots, informational material about the campaign that will be distributed digitally and physically and attached to products in supermarkets, as well as a branded food truck in New York that will offer free samples of plant-based foods and serve as a consumer education platform on the topic.
“This campaign marks a pivotal moment for our industry. By coming together for the first time as a diverse coalition of brands across more than 20 plant-based food categories, we are engaging and inspiring a growing community of consumers around a unique marketing platform. By collaborating with AKQA Bloom and our members, we are demonstrating how strategic, unified messaging can amplify industry influence,” says Rachel Dreskin, CEO of PBFA.
The “May Cause” campaign aims to transform the public’s perception of foods in the category, highlighting the positive changes they can bring to people’s lives, such as expanding their worldview and finding new flavors.
“A better future for us and our planet starts with a shift in consumer behavior, and no industry is better than ours to lead the way,” says Jean Zamprogno, co-founder and executive creative director at AKQA Bloom.
