NotCo is a global food tech company that utilizes artificial intelligence to create plant-based foods like NotMilk, NotBurger and NotChicken, and one of its stated missions is to convince people that the world would be more sustainable by removing animals from our diets.
Now the company is out with a new campaign from AKQA Bloom designed to support its case by helping to educate people on the disparity between how long animals live in nature but how shortened those lives are once they become part of the human food chain.
The campaign uses AI images to show what cows, pigs and chickens might look like if they lived to old age. That’ll be a first for most people because such animals, most of them anyway only live a fraction of their natural lives before they’re slaughtered and sold for food.
The campaign also relates facts that may be surprising to many, for example that cows can live up to 48 years in nature, pigs up to 23 years, and chickens over 20 years.
The campaign can be seen on social media, billboards, and print ads in selected cities in the U.S. as well as other countries NotCo operates including Chile, Brazil, Canada, Mexico and Argentina through the end of Earth Month (April). In the U.S. its products are sold in over 10,000 stores including Whole Foods Market, Sprouts, Stop & Shop, Kroger, Fresh Market, Imperfect Foods and on Amazon.
According to the company global food production, which is based on animal farming uses one-third of the earth’s surface and emits more CO2 than all of the world’s transportation combined.
NotCo’s patented A.I. technology analyzes the structure of animal-derived food at a molecular level to replicate the flavor, texture, and smell – using only plants. The resulting plant-based foods have a significantly smaller impact on the planet, per the company, which claims, for example, that NoChicken uses 86% less water and generates 73% less CO2 than traditional chicken production. And NotMilk, it says, uses 92% less water and 74% less CO2 than traditional dairy manufacturing.
AKQA Bloom was launched last year by two former David Miami creatives, Jean Zamprogno and Fernando Pellizzaro. It’s dedicated to social change and is positioned as an autonomous agency with the backing of AKQA, which is part of WPP. David Miami is part of WPP’s Ogilvy. This is the agency’s first campaign for NotCo.