Vegan cheese company’s new advertising campaign uses humor to appeal to a larger customer base.

Vegan cheese company Daiya recently partnered with Colorado advertising agency TDA_Boulder to create a humorous (and memorable) campaign for its dairy-free products. The advertisements will run across print and digital media and, according to the company, are intended to €œmake Daiya cheese the hero through the creative expression of classic cheesy moments.€ As part of the campaign, the company created a 60-second commercial wherein a husband inquires what his wife will be serving for dinner. The woman replies with €œpizza€ and holds a Daiya Supreme pizza while a €œcheesy€ laugh track plays in the background to support the slogan €œCheesier Than Ever.€ The other elements of the campaign include admittedly €œcheesy€ retro print ads, banners, and in-store displays. Daiyas new campaign€”along with that of dairy-free milk company Silk, which features Snapchat star DJ Khaled and tennis champion Venus Williams€”is a sign that vegan companies are positioning themselves to use more traditional methods of mass media advertising such as humor and celebrity endorsements.