For those looking for vegetarian or vegan protein, the struggle is real—it often means giving up either flavor or nutrition. Nature’s Fynd changes that with delicious products made from fungi, offering complete protein without compromise. Pretty amazing, right? The only catch: you can’t crave what you don’t know exists.

To drive awareness and trial of their new yogurt line, Nature’s Fynd needed a campaign that could stop thumbs, match the brand’s uniqueness, and put fungi in the spotlight. In short, they needed work that would make consumers say, “Wow, that’s fungi?”