Fromage Forgery

Daiya, a leading dairy-free brand, need a new marketing campaign to help promote their newly launched formula oat cream formula for their dairy free products.

So we created Fromage Forgery - a clever little dupe to introduce the newly revamped dairy-free cheese to a wider audience. We also had the chance to collaborate with actor Lionel Boyce, known for his work on the award-winning series “The Bear”.

The initiative plays off the ‘dupe culture’ trend, which has been prevalent in other sectors such as fashion and beauty, and involves product alternatives that closely resemble original luxury items.

The stunt took place in downtown New York City on Canal street, where over 350 people gathered to experience Daiya’s cheese alternative and its ability to mimic traditional dairy cheese in both taste and texture. The product’s “cheese dupe status” was showcased through a simple yet popular American dish – the grilled cheese sandwich.