PBFA Launches “May Cause” Campaign to Drive Awareness of Plant-Based Foods

Date postedOctober 8, 2024
Posted By: Kate Good PBFA News,

An informational infographic layout designed to look like a medical disclosure document, titled "PRECAUTIONS AND INFORMATION" and "PLANT-BASED EFFECTS AND GUIDANCE 2". The document features columns of small technical text, warning boxes, and minimalist cartoon illustrations of people and pets interacting with plant-based food. A white geometric pattern runs down the right border.

Today marks an exciting milestone for the plant-based foods industry. PBFA is thrilled to announce the launch of our groundbreaking "May Cause" campaign, a creative initiative conceptualized, developed, and executed by AKQA Bloom, that brings together the entire plant-based foods industry for the first time ever.

The "May Cause" campaign takes a refreshingly playful approach to highlight the unexpected positive changes that plant-based foods can bring to people's lives. It challenges common misconceptions and emphasizes the many benefits of incorporating more plant-based options into your diet. From expanding your world view to discovering new flavors, the campaign illustrates how plant-based eating may cause a variety of delightful "side effects" that enhance your life and the world around you.

Bringing May Cause to Life During NYC Climate Week

In an unprecedented move, plant-based food brands across a variety of categories joined forces during NYC Climate Week 2024 to bring “May Cause” to life. The activation included a 10,000 word leaflet that illustrates the potential positive impacts of trying plant-based foods as well as a branded food truck in NYC that offered free samples of delicious plant-based foods, encouraging people to taste the benefits for themselves. The food truck menu was curated by Chef Nina Curtis and featured foods from 15 PBFA member brands, including The Kraft Heinz NotCo, Impossible Foods, Beyond Meat, Daiya, TiNDLE, Bel Brands, NUMU Food Group, Upton's Naturals, Prime Roots, Mellody, Stockeld Dreamery, Armored Fresh, Milkadamia, Abe's, and Hodo Foods.

A collage of four photos detailing a plant-based promotional food truck event. The top-left photo shows a line of smiling event staff holding white sample bags behind a sign reading "PLANT-BASED MAY CAUSE: FREE AND DELICIOUS LUNCH". The top-right photo shows rows of packaged plant-based foods neatly arranged on retail shelves. The bottom-left photos highlight close-ups of a sampled sandwich wrapped in a Beyond Meat napkin and a brown paper bag with a "PLANT-BASED MAY CAUSE" sticker. The large bottom-right photo shows a crowd of people lined up along a city street next to a white food truck with a menu sign.

This collaboration showcased the power of our industry when we work together towards a common goal: promoting a healthier, more sustainable future for all.

Rachel Dreskin, CEO of PBFA, shared her thoughts on this milestone:

"This campaign marks a key moment for our industry. By coming together, for the very first time, as a diverse coalition of brands across 20+ plant-based food categories, we are engaging and inspiring a growing community of consumers around a singular marketing platform. We're demonstrating how strategic, unified messaging can broaden the industry's influence and realize its potential and myriad of benefits."

Experience the Campaign

  1. Spread the Word: We encourage you to share our message far and wide. Reshare PBFA’s Instagram Reel from @growplantbased and reshare this LinkedIn post to help us reach even more people with this important message.
  2. Watch the Film: Head over to plantbasedfoods.org/plant-based-may-cause to view our campaign film.
  3. Download the Leaflet: While you're there, don't forget to download our informative leaflet. It's packed with insights about the potential positive impacts of trying plant-based foods.

Join the Movement

Whether you're a longtime plant-based enthusiast or just curious about trying something new, there's never been a better time to explore the world of plant-based foods. Visit our campaign page, try out some delicious plant-based options, and discover what positive changes they may cause in your life.

Together, we can create a more sustainable, healthier, and tastier future. Let's see what plant-based may cause for you!

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