The Plant Based Foods Association (PBFA) is the leading U.S. trade association championing the plant-based industry. As a driving force behind a more delicious, sustainable, and nutritious future of food, PBFA is catalyzing a movement toward healthier eating for all.

Historically working behind the scenes with plant-based brands and government agencies, PBFA partnered with AKQA to expand its reach and connect directly with consumers, launching its first-ever public-facing campaign.

INSIGHT
Plant-based foods unlock a universe of new flavors.

Many people view plant-based options as substitutes for "real" food, driven by activism or seen as artificial or unhealthy. In reality, plant-based foods open the door to a world of exciting, delicious, and healthy new flavors.


IDEA
Plant-Based May Cause.

A playful, yet powerful initiative designed to reshape public perceptions, highlighting the unexpected and positive impacts of plant-based foods. The campaign shows how adopting plant-based options “may cause” individuals to discover new flavors, expand their worldview, and even struggle with sharing their favorite dishes. Through engaging messaging and activations, the campaign challenges common misconceptions while promoting the rich benefits of plant-based eating.

This collaboration marks a pivotal moment in PBFA’s mission to champion, strengthen, and elevate the plant-based food industry. The campaign’s teaser launched during Climate Week, featuring a vibrant food truck activation, bringing the message directly to the streets.