# Plant-Based Cheese Campaigns The Daiya Fromage Forgery Campaign is Dupe Culture-Inspired By Michael Hemsworth | Published 2024-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/daiya-fromage-forgery References: [vegconomist](https://vegconomist.com/marketing-and-media/daiya-introduces-fromage-forgery-with-actor-lionel-boyce-in-a-nod-to-dupe-culture/) & [daiyafoods](https://daiyafoods.com/pages/fromageforgery)  The [Daiya Fromage Forgery](https://www.trendhunter.com/trends/dairy-free-cheese-alternatives) 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](https://www.trendhunter.com/trends/oat-milk-taco-blend-seasoned-shreds) in the form of a grilled cheese. The campaign focused on dupe [culture](https://www.trendhunter.com/trends/probiotics-strip) 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 Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 28% | Activity: 28% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **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. - **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. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Melty Alt Cheeses](https://www.trendhunter.com/trends/dairy-free-cheese-alternatives.md) - [Plant-Based Cheese Formulations](https://www.trendhunter.com/trends/new-vegan-pizza-recipe.md) - [Plant-Based Mediterranean Cheeses](https://www.trendhunter.com/trends/mediterraneaninspired-cheese-blocks.md) - [Reformulated Plant-Based Cheeses](https://www.trendhunter.com/trends/daiya-blocks.md) - [Chickpea-Based Cheese Alternatives](https://www.trendhunter.com/trends/cheeze-blocks.md) - [Italian-Style Plant-Powered Cheeses](https://www.trendhunter.com/trends/italian-4-cheeze-style-blend.md) - [Spice-Packed Alt Cheeses](https://www.trendhunter.com/trends/dairyfree-cheeses.md) - [Plant-Powered Cheese Crumbles](https://www.trendhunter.com/trends/alt-cheese.md) - [Enhanced Dairy-Free Spreads](https://www.trendhunter.com/trends/daiya-dairyfree-cream-cheese.md)