Plant Based Foods Association (PBFA), the leading U.S. trade association representing the plant-based industry, is proud to announce its partnership with AKQA Bloom as its official agency of record. This collaboration marks a significant step forward in PBFA’s mission to champion, strengthen, and elevate our members and the plant-based food industry. The partnership’s first creative activation, “May Cause,” will debut at Climate Week in New York City, and launch its first campaign.
Additionally, this activation marks the first time the plant-based foods industry, spanning across categories, have come together to unite in a collective message about the benefits of plant-based foods. This unprecedented collaboration showcases how these brands are aligning their voices to champion a healthier, more sustainable future. By joining forces, they demonstrate the power of working together for a greater cause, illustrating how plant-based alternatives can play a crucial role in addressing environmental challenges.
The “May Cause” campaign is a playful yet impactful initiative designed to shift public perception of plant-based foods by highlighting the positive and unexpected changes they can bring to people’s lives. The campaign emphasizes how incorporating more plant-based options may cause individuals to experience various benefits—such as expanding their world view, finding new flavors, and having trouble sharing shareables.. The concept cleverly challenges common misconceptions about plant-based foods by illustrating their many benefits through engaging messages and activations.
Conceptualized, developed, and executed by AKQA Bloom, The “May Cause” activation and accompanying campaign has come to life through a variety of creative elements designed to engage and inspire, with highlights from the Climate Week activation including;
● Campaign film
● Campaign Radio Spots
● Leaflet: A thoughtfully crafted leaflet that illustrates the “May Cause” campaign, highlighting the potential positive impacts of trying plant-based foods. The leaflet will be distributed digitally and physically, attached to products in grocery stores and handed out
● Food Truck: A branded food truck in NYC, offering free samples of delicious plant-based foods, encouraging people to taste the benefits for themselves. The food truck will also serve as a mobile platform for educating consumers about the environmental and health benefits that plant-based eating may cause.
