If aliens have been patiently ready to take over Earth, they’re a lot hacked off concerning the environmental injury being finished each day. What sort of world are people leaving them?

That’s one of many cheeky questions behind a just-launched marketing campaign from plant-based startup WhatIF Meals. Utilizing a whimsical situation to sort out a severe topic, the model enlists little inexperienced beings from house—together with dinosaurs, flying cows and zombies—to formally introduce itself to the U.S. market.

The animated adverts, from company of file fable.works, lean into WhatIF’s superfood-centric recipe and regenerative farming course of, aiming to teach shoppers concerning the origins of its milk different and prompt noodles.

The method is a departure within the class, the place a lot of the advertising in recent times has centered on merchandise’ taste profiles, with the purpose of convincing buyers that plant-based merchandise style nearly as good as animal-derived meals.

“Aliens turning into regenerative farming advocates in order that they’ll have a nicer planet to soak up into their galaxial takeover felt extra fascinating than ‘planet-friendly,’” Rick Williams, the company’s co-founder, advised Adweek. The artistic additionally speaks to the model’s mission to “consistently enhance, pay attention, analysis and innovate.”

Playful with a trigger

The upbeat tone, “enjoyable coloration palette” and cute characters are supposed to be eye-catching however not flippant, company creatives stated.

“Within the age of doomscrolling, who needs to listen to extra unhealthy information?” Marcel Yunes, company co-founder, advised Adweek. “WhatIF is such a band of optimists, the playfulness simply felt pure even within the face of a myriad of world issues.”

Fable.works received the account in summer time 2022 and partnered with animation home LOBO and the music-special results staff at Human Worldwide to provide the work below the tagline “A Higher Higher.” Along with the anthem spot, there are a number of 15-second vignettes, with further adverts through social, out of house and truck wraps.

Past tasty

With voiceover from WhatIF’s high exec, the marketing campaign highlights the corporate’s BamNut Milk, which debuts in an area stuffed with entrenched non-dairy rivals like Oatly, Silk, So Scrumptious and Califia Farms, to call a number of.