FOMOO

TDA Boulder, the creative agency known for groundbreaking campaigns, has partnered with Daiya, the brand that cracked the code on dairy-free cheese, to launch “FOMOO” (Fear of Missing Out on Dairy), a humorous and nostalgic campaign designed to challenge consumer perceptions and invite everyone to embrace dairy-free cheese.

Building on Daiya’s celebrated platform, “100% Plant-Based. Even If You’re Not”, the new campaign directly tackles the fear many consumers have about trying dairy-free products; the fear that they’ll miss out on the taste, texture, and comfort of dairy. This insight led to the creation of FOMOO, a relatable and quirky way to make dairy-free cheese accessible and appealing to a broader audience, including cheese lovers who may have hesitated to try.

“Our goal is to redefine how people think about dairy-free cheese,” said John Kelly, Daiya’s Chief Marketing Officer.. “We’re tackling FOMOO with a campaign to show skeptics that dairy-free can be every bit as satisfying, indulgent, and crave-worthy as dairy-ful Daiya is here for everyone, whether you’re vegan, vegetarian, or simply dairy-free curious.. You can enjoy all the same cheesy, gooey deliciousness you love without the fear of missing out on dairy.”

Leveraging the nostalgia trend, the campaign taps into 80s and 90s culture through playful storytelling, including casting adults as teenagers to deliver a humorous and carefree tone. This creative approach was key to the campaign’s success in balancing relatability with entertainment.

“FOMOO is about giving consumers permission to explore plant-based options without the pressure of commitment,” said Jonathan Schoenberg, ECD & Partner at TDA Boulder. “We wanted to spark a multigenerational conversation—one that taps into nostalgia while embracing modern tastes. By featuring adults playing teens, we highlight the sentimental connection people have with cheese, whether they’re dairy-free, dairy-curious, or fully vegan. This campaign leans into the cultural moment, giving Daiya a distinct and relatable voice that resonates across generations. It’s our way of addressing skepticism head-on while creating a fun, memorable, and shareable experience.”

Key Campaign Elements:
Messaging: “You don’t need to fear missing out on dairy with Daiya’s dairy-free cheese.”
Creative Inspiration: Nostalgia-driven themes from the 80s and 90s combined with humor and inclusivity.
Target Audience: Cheese lovers and plant-based purchasers, including those exploring better-for-you options.
Execution: Fun, culturally relevant storytelling that demystifies dairy-free products for curious consumers.

This campaign reflects Daiya’s commitment to building a welcoming, nonjudgmental community in the plant-based category, a refreshing shift from traditional marketing that often feels exclusive or prescriptive.