Reading Time: < 1 minute The advert subverts expectations (Photo: New Roots)
Reading Time: < 1 minute

A new advert for vegan cheese company New Roots challenges the norms of food production.

A source who worked on the commercial told Plant Based News that New Roots is ‘creating a splash’ in Switzerland – as vegan cheese is such a departure from the country’s well-known traditional cheese making process.

The source described the ad, which is called Inventing the Traditions of the Future as ‘phenomenally filmed, funny, and really unique’.

Vegan advert

The advert, which appears to be set in the Swiss Alps, shows a mountain range complete with Swiss flag, a traditional chalet, and the sound of cow bells ringing.

A farmer strides into view, then whistles, and calls: “Cashew! Cashew!” Giant cashew nuts with cowbells around their necks run down the mountainside.

“Switzerland is the home of cheese,” says a voiceover. “We do it from cashew nuts. Inventing the traditions of the future.”

You can watch the ad on Facebook here

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.