As Faux Burgers Boom, Pioneer Dr. Praeger’s Launches Biggest Marketing Push in 25 Years

Legacy plant-based brand, acting more like a scrappy startup, launches first connected TV ad

Dr. Praeger's says it has benefitted from the competitive surge by brands like Impossible and Beyond. Dr. Praeger's
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Dr. Praeger’s, a pioneer in veggie burgers, launched its first major national ad campaign this week with an animated face-off between fresh produce and junk food. (Guess who wins?)

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
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