Vegan cheese company Daiya recently partnered with Colorado advertising agency TDA_Boulder to create a humorous (and memorable) campaign for its dairy-free products. The advertisements will run across print and digital media and, according to the company, are intended to “make Daiya cheese the hero through the creative expression of classic cheesy moments.” As part of the campaign, the company created a 60-second commercial wherein a husband inquires what his wife will be serving for dinner. The woman replies with “pizza” and holds a Daiya Supreme pizza while a “cheesy” laugh track plays in the background to support the slogan “Cheesier Than Ever.” The other elements of the campaign include admittedly “cheesy” retro print ads, banners, and in-store displays. Daiya’s new campaign—along with that of dairy-free milk company Silk, which features Snapchat star DJ Khaled and tennis champion Venus Williams—is a sign that vegan companies are positioning themselves to use more traditional methods of mass media advertising such as humor and celebrity endorsements.
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