Canadian vegan brand Daiya Foods—in partnership with advertising agency TDA Boulder—launches this week an innovative $1 million advertisement campaign for its plant-based mac and cheese products. The in-store portion of the “The Comfort Food That Loves You Back” campaign features boxes of Daiya Cheezy Mac installed in 70 retailers across the United States that are equipped with motion-activated speakers that emit several pre-recorded phrases including, “You look amazing today,” “You’re an incredible person,” and “We were made for each other.” Additionally, versions of these boxes, fitted with push-button systems that emit similar phrases, will be in 600 Kroger and Whole Foods stores. Jonathan Schoenberg, executive creative director of TDA Boulder, explained that the new ad campaign is not meant to be offensive to women, even though a male voice is used to vocalize the compliments. In addition to digital commercials on Hulu, Pinterest, and Instagram, the campaign offers a giveaway to 500 Facebook followers who post comments explaining why they are in need of comfort food.

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