Vegan cheese won’t save the world, but this brand hopes you’ll buy it anyway

In a quirky ad for a plant-based cheese company called Plonts, a woman in rags struggles to push a giant wheel of plant-based cheese up a mountain as comedian Kate Berlant’s face shimmers in the sky. This unconventional approach challenges the typical messaging of plant-based brands that focus on environmental benefits. Plonts embraces a tongue-in-cheek attitude, playfully shrugging off its climate advantages and questioning the impact of consumerism on the climate crisis. By poking fun at the tension between individual choices and climate change, Plonts sets itself apart in the plant-based food space. The ad humorously suggests that buying Plonts cheese is an easier way to fight climate change than making sacrifices. The brand’s unique approach resonates with consumers who may not be actively making food choices to save the environment, making it a bold and potentially effective marketing strategy.