PBFA launches campaign to drive awareness of plant-based foods

Plant Based Foods Association (PBFA), the U.S. trade association representing the plant-based industry, has announced its partnership with AKQA Bloom as its official agency of record.

This collaboration marks a significant step forward in PBFA's mission to champion, strengthen, and elevate our members and the plant-based food industry. The partnership's first creative activation, "May Cause," will debut at Climate Week in New York City, and launch its first campaign.

Additionally, this activation marks the first time the plant-based foods industry, spanning across categories, have come together to unite in a collective message about the benefits of plant-based foods. This unprecedented collaboration showcases how these brands are aligning their voices to champion a healthier, more sustainable future. By joining forces, they demonstrate the power of working together for a greater cause, illustrating how plant-based alternatives can play a crucial role in addressing environmental challenges.

Plant Based Foods Association (PBFA), the leading U.S. trade association representing the plant-based industry, is proud to announce its partnership with AKQA Bloom as its official agency of record. This collaboration marks a significant step forward in PBFA's mission to champion, strengthen, and elevate our members and the plant-based food industry. The partnership's first creative activation, "May Cause," will debut at Climate Week in New York City, and launch its first campaign.

Rachel Dreskin, CEO, PBFA: “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. By collaborating with AKQA Bloom and our members, we’re demonstrating how strategic, unified messaging can broaden the industry’s influence and realise its potential and myriad of benefits.”

Jean Zamprogno, co-founder and ECD, AKQA Bloom: “A better future for us and our planet begins with a shift in consumer behaviour, and no industry is better than ours to lead the way. For years, the Big Meat and Dairy industries have been planting misinformation, so we’ve chosen to plant joy and deliciousness instead.”

This partnership is rooted in a shared commitment to sustainability and societal responsibility. PBFA and AKQA Bloom are dedicated to fostering cross-disciplinary collaboration that drives industry-wide change.

By combining PBFA's leadership in the plant-based foods sector with AKQA Bloom's creative expertise, the partnership aims to elevate the acceptance and adoption of plant-based foods, ultimately contributing to a healthier, more sustainable future for all.