WhatIF Foods makes its case for a ‘better better’ by being not just sustainable but regenerative

WhatIF Foods has tapped agency fable.works for a new ad campaign that poses one key question: “What if … there’s a Better Better?”

The eco-friendly food company is taking a no-nonsense stance on sustainability through regenerative farming practices and a tagline that questions whether the best is enough when it comes to saving the planet.

“WhatIF Foods is our chance to reconnect with and empower farmers and their families, revitalize soil in degraded lands, and put people’s health and happiness over profits,” said Chris Langwallner, WhatIF Foods founder and CEO.

A 60-second spot created by indie agency fable.works, in collaboration with animation house LOBO and the music/SFX team at Human Worldwide, dares viewers to imagine food options that aren’t just plant-based but “planet-based.”

Narration from Langwallner plays over an animated montage of animals, dinosaurs, zombies and aliens guzzling down milk made from Bambara groundnut, the key ingredient in WhatIF’s “BamNut Milk” and noodles.

This super legume thrives in arid environments and leaves the soil healthier than before it was planted. According to WhatIF, BamNuts, and similar foodstuffs, are the future of sustainability.

WhatIF has “embraced this charming urgency that we’re all here temporarily, so we’ve got to go big now,” said Rick Williams, co-founder of fable.works.

Fable.works will stay on as WhatIF’s global creative partner, executing special projects and overseeing the brand across all channels throughout the year. 

The campaign will halo across WhatIF’s dot-com site and social media. A follow-up 15-second film series can be found on the company’s YouTube channel and will soon run on social media in the next quarter.