“The more people eating this food, the better—better for the environment, better for human health, better for animal welfare,” Schoenberg said. “We’re thinking about how we can have a long-term impact. These companies matter, and we need to make them relevant to more buyers.”

The campaign, which includes a relaunch of Daiya’s website, will run on connected TV and other video outlets, social platforms such as Meta and Pinterest and Spotify audio in the U.S. and Canada.