Daiya — Fromage Forgery
— Services
- Campaign
- Social Media
- Influencer Relations
- Brand Experience
- Design
- Public Relations
- Events
— Collaborations
- Lionel Boyce
- Ian Charms
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Daiya – Fromage Forgery
Shifting the perception of dairy-free cheese in such a way that it creates a halo effect for the rest of the category.
Fromage Forgery was born out of the brand's new platform: "100% Plant-based. Even if you're not," which welcomes all cheese-loving consumers to try its products regardless of their dietary preferences.
To celebrate dupe culture, we took over Downtown New York, where we cooked up and served over 350 grilled cheeses to Daiya fans, press contacts, influencers and passers by on Canal St.
The Challenge
To launch Daiya’s new cheese made with Daiya Oat Cream™ blend in a bold, attention-grabbing way that positions it as the best-tasting dairy-free cheese on the market.
Inject Daiya into the cultural conversation in a bold and unexpected way that reaches new audiences, and reshapes the perception of dairy-free cheese.
Dupe culture has taken the world by storm, with lookalike luxury products becoming almost indistinguishable from the real deal. While every other industry has jumped on the bandwagon, no food brand had until Daiya.
We created Fromage Forgery with a clear message: our plant-based cheese dupes dairy. And we’re on a mission to share it with the world. To bring it to life, we enlisted The Bear’s Lionel Boyce and took our product to the epicenter of dupe culture: New York’s Canal Street.
We designed a three-phase campaign arc—Tease, Launch, Sustain—engineered to create buzz, spark trial, and build long-term trust. At the core: authenticating Daiya as the boldest, best-tasting cheese dupe in the market. All day, we served our uncanny cheese-dupe grilled sandwiches to the public—landing reams of coverage and social shares.
We enlisted the help of The Bear’s Lionel Boyce and took our product to the epicenter of dupe culture – New York’s Canal Street. Additionally, we partnered with dupe jewelry brand Ian Charms with a brand give-away which sold out in seconds and then went on to be re-sold on sites like StockX and eBay.
