Jack & Annie’s is doing plant-based a new way and it’s called, “better.” Founder Annie is leading meatless innovation with cravable, satisfying food made from jackfruit (Jack, for short) as its first ingredient.

To introduce and inspire plant-based eaters to upgrade to a tastier, meat-free alternative, jack & annie’s required a strategic media plan and memorable creative. Droolworthy food photography, whimsical illustrations, and a zesty personality break through the plant-based noise so people know this isn’t any better-for-you option, it’s delicious food made from real, whole plants, not in a lab.