The Daiya Fromage Forgery Campaign is Dupe Culture-Inspired
Michael Hemsworth — January 27, 2024 — Marketing
References: daiyafoods & vegconomist
The Daiya Fromage Forgery campaign is being run by the brand to promote its new dairy-free cheese formula that's reported to be as close in terms of taste and texture than milk-based alternatives.
The campaign saw actor Lionel Boyce taking to the streets of New York City to have consumers try out the new Daiya Oat Cream blend in the form of a grilled cheese. The campaign focused on dupe culture and follows the ethos that consumers can enjoy the taste and texture of dairy-based cheese with a plant-based recipe.
Chief Marketing Officer John Kelly commented on the Daiya Fromage Forgery campaign saying, "The beauty of contemporary dupe culture is that it opens high-end luxury to the masses. This trend aligns with similar beliefs held at Daiya: that everyone is deserving of a bite of high-quality dairy-free cheese, and nothing should stand in the way.”
Image Credit: Daiya Foods
The campaign saw actor Lionel Boyce taking to the streets of New York City to have consumers try out the new Daiya Oat Cream blend in the form of a grilled cheese. The campaign focused on dupe culture and follows the ethos that consumers can enjoy the taste and texture of dairy-based cheese with a plant-based recipe.
Chief Marketing Officer John Kelly commented on the Daiya Fromage Forgery campaign saying, "The beauty of contemporary dupe culture is that it opens high-end luxury to the masses. This trend aligns with similar beliefs held at Daiya: that everyone is deserving of a bite of high-quality dairy-free cheese, and nothing should stand in the way.”
Image Credit: Daiya Foods
Trend Themes
1. Dupe Culture-inspired Campaigns - Brands are leveraging dupe culture to promote their plant-based cheese formulas, highlighting the ability to mimic the taste and texture of dairy-based alternatives.
2. Dairy-free Cheese Alternatives - The rise of dairy-free cheese formulas offers consumers plant-based options that closely resemble the taste and texture of traditional milk-based cheeses.
3. Inclusive Luxury in Plant-based Cheese - The Daiya Fromage Forgery campaign embodies the belief that everyone should have access to high-quality dairy-free cheese, allowing for an inclusive approach to luxury food.
Industry Implications
1. Food Marketing - Marketers in the food industry can explore dupe culture-inspired campaigns to promote plant-based cheese products and showcase their ability to rival traditional options.
2. Plant-based Food - The growing market for plant-based food is creating opportunities for companies to develop and promote dairy-free cheese alternatives that cater to the preferences and dietary needs of consumers.
3. Sustainable Food Production - Advancements in plant-based cheese technology provide an opportunity for the sustainable food production industry to offer environmentally friendly alternatives to dairy products.
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