Daiya Makes a Bold Move by Using Animal-Based Burgers in New Ad

Daiya, a Canadian brand known for its innovative plant-based products, is challenging norms with its latest campaign, “100% Plant-Based, Even If You’re Not.” In a bold move orchestrated by TDA Boulder, its long-standing creative agency, Daiya is breaking barriers by advertising their plant-based cheese as a topping for animal-based burgers.

The new campaign’s centerpiece, “Not So Controversial,” features a backyard barbecue scene where Daiya’s plant-based burgers and toppings are showcased alongside traditional meat products. Narration throughout the ad leaves no room for ambiguity, clearly identifying the origin of each item. The tagline, “Enough controversy—let’s eat,” serves as a call for inclusivity, urging consumers to set aside judgment and embrace a mix-and-match mentality when it comes to dietary choices.

Jonathan Schoenberg, TDA Boulder’s executive creative director and partner, emphasizes the need to engage with a broader audience beyond the traditional vegan or vegetarian base. By addressing the meat-versus-plant debate head-on, Daiya aims to appeal to omnivores and flexitarians, recognizing the evolving landscape of dietary preferences in the modern world.

Acknowledging the skepticism surrounding plant-based alternatives, Daiya introduces new dairy-free cheddar slices made with a proprietary oat cream blend. This move underscores the brand’s commitment to enhancing taste and texture, challenging the notion that plant-based options are inferior to their animal-based counterparts.

Jennifer Stojkovic, founder of the Vegan Women Summit, praises Daiya’s approach, noting the strategic focus on sensory appeal rather than overwhelming consumers with irrelevant information. By highlighting the “melt and stretch” quality of its products, Daiya aims to dispel misconceptions and win over skeptics.

In a market where only a minority of consumers identify as vegan or vegetarian, Daiya recognizes the importance of targeting a broader demographic. With 44% of U.S. households purchasing plant-based dairy and a growing trend toward flexitarianism among younger generations, the brand sees an opportunity to expand its reach and promote sustainable, ethical eating practices.

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