VANCOUVER, British Columbia — Daiya, the leading maker of plant-based foods, has launched its latest national advertising campaign, "Comfort Foods That Love You Back," to highlight the benefits of its extensive line of great tasting comfort foods that are free of dairy, gluten and soy. The tongue-in-cheek campaign kicked off earlier this month with one TV spot, with several more rolling out later this fall.
Intended to highlight the company's wide selection of dairy, gluten and soy-free comfort foods, the campaign features a digital video titled "Daiya Loves You Back." In the digital video, a young woman is in her bed at night, reading with the bedside light on. She hears a loud "clank" on the window and finds a box of Daiya Cheezy Mac—a plant-based mac featuring plant-based ingredients—on her windowsill, alongside a steaming bowl of the delicious prepared dish. The box of Daiya Cheezy Mac professes its love to the woman, proclaiming sweet nothings like, "you look amazing today" and "we were made for each other." The woman tries to resist Daiya Cheezy Mac, but eventually gives in to the box's charm and devours the bowl, guilt-free.
"People love comfort food. But often times, comfort foods aren't very kind in return. So, whether it's for allergies, health, environment, or something different entirely, it's time people finally had comfort food that loves them back," said Michael Lynch, interim CEO for Daiya Foods. "As the leading purveyor of plant-based products, Daiya is committed to continuously expanding our line of delicious, better-for-you versions of comfort foods that people already love to eat."
The campaign also features print, digital video and banners, social advertising and in-store shelf-talks that similarly convey Daiya's commitment to comfort foods that love you back. Daiya will also be giving away 150 "Boxes of Love," the same talking box featured in the digital video, to fans who share the video on social media. Out of 150 winners, three will win a year's worth of Daiya products.
Taking the campaign one step further, the Daiya website will also feature a Tinder-inspired recipe-matching tool that allows fans to swipe left or right on mouth-watering recipes featuring Daiya products.
Developed by TDA_Boulder, "Comfort Foods That Love You Back" is Daiya's first use of digital video in a national advertising campaign.
"The conversation around comfort food alternatives has typically depended on the idea of 'guilt free,' which felt shameful as it neglected to celebrate our consumers' love for comfort food and wasn't speaking to their bellies. Our campaign, 'Comfort Food You Can Feel Good About,' simply speaks to the idea that people love comfort food and, with Daiya, there's finally comfort food that offers an equally passionate, requited love in return," said Paul Siegel, account director TDA_Boulder.
In addition to its Cheezy Mac, Daiya has recently rolled its latest comfort food innovations, including Burritos, Non-Dairy Frozen Desserts, Yogurt Alternatives, Cheeze Sticks, Pizza, and more. These offerings join Daiya's line of core plant-based cheeze products, including Blocks, Cutting Board Shreds, Slices, and Cream Cheeze.
About Daiya
Daiya Foods was founded in 2008 out of a love for food and a commitment to healthy living. Today, as an industry leader and one of the founding members of The Plant Based Foods Association, Daiya remains passionate about celebrating delicious food that is dairy, gluten and soy free. Its line of premium plant-based foods, like Burritos, Duets, Non-Dairy Frozen Desserts, Greek Yogurt Alternatives, Pizzas, Cheezecakes, Cream Cheeze Style Spreads, and wonderful cheese alternatives, including Blocks, Shreds, Slices and Cheeze Sauces, are available in the dairy case and freezer aisle. Daiya also recently expanded its offerings to include shelf-stable products like its Cheezy Macs and Dairy-Free Dressings. Daiya's selection of deliciously plant-based foods can be found in more than 25,000 grocery stores in the U.S., including Whole Foods, Kroger, Safeway and Publix, as well as most natural food retailers. Daiya's products are also available internationally in Australia, Sweden, Mexico, Hong Kong, the United Kingdom and more. For more information about Daiya, please visit www.daiyafoods.com, become a fan on Facebook or follow us on Twitter and Instagram.
Source: Daiya Foods
