Daiya — Slice Club
— Services
- Campaign
- Social Media
- Influencer Relations
- Brand Experience
- Design
- Public Relations
- Events
- Video Production
- Content Strategy
- Content Production
— Collaborations
- Nasim Lahbichi
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Daiya – Slice Club
Encouraging plant-based exploration free from judgement.
Daiya’s Slice Club was a first-of-its-kind pop-up slice shop designed to serve the plant-based curious. We transformed New York City's iconic Two Boots pizzeria in the West Village to unpack guests' dietary quirks and kinks and help them reach plant-based – pizza – pleasure.
With the support of our specialist slice consultant, we’re committed to helping you explore plant-based foods even if you’re not 100% plant-based. From meat lovers to flexitarians, this is plant-based exploration for all – judgement free.
The Chllenge
Make the experimentation of plant-based food easier, showing people plant-based pizza is worth trying, and proving how delicious and satisfying it can be.
Create a shop designed for the plant-based curious—an inviting space that encourages exploration and discovery without any commitments.
We created Slice Club with a clear mission: to make pizza night delicious, inclusive, and exciting for the plant-based curious. To bring it to life, we packed a downtown venue with press, influencers, and fans, and turned it into the ultimate late-night pizza party, hosted by an Expert Slice Consultant who guided guests through every bite.
Our Slice Consultant, Nasim Lahbichi, was the face of Slice Club. Our renowned recipe developer and visual storyteller, Nasim was tasked with unpacking guests’ plant-based curiosities. Nasim captured pre-event promotion and post-event content, which captured his role of serving guests on the night and conducting 1-on-1 consultations.
Guests walked away with branded tote bags full of products, stickers, pins, and recipes, while social buzz exploded thanks to stunning influencer content and an irresistibly curated playlist designed to keep the vibe going long after the night ended.
Influencers delivered eye-catching social content that amplified buzz, while visual assets transformed the night into ongoing cultural currency. Together, these elements cemented the campaign as a breakthrough moment for the brand, driving conversation, visibility, and long-term credibility in the dairy-free space.
The event proved to be a massive success, serving free pizza to more than 500 New Yorkers, including top-tier reporters and some of the city’s most famous content creators, who lined down the block for a chance to explore their plant-based sides.
Slice Club stood against plant-based stigma by putting trial before taste barriers, giving people the chance to experience Daiya pizza firsthand and decide for themselves what they liked.
