If aliens have been patiently waiting to take over Earth, they’re plenty hacked off about the environmental damage being done on a daily basis. What kind of world are humans leaving them?

That’s one of the cheeky questions behind a just-launched campaign from plant-based startup WhatIF Foods. Using a whimsical scenario to tackle a serious subject, the brand enlists little green beings from space—along with dinosaurs, flying cows and zombies—to formally introduce itself to the U.S. market.

The animated ads, from agency of record fable.works, lean into WhatIF’s superfood-centric recipe and regenerative farming process, aiming to educate consumers about the origins of its milk alternative and instant noodles.

The approach is a departure in the category, where much of the marketing in recent years has focused on products’ flavor profiles, with the goal of convincing shoppers that plant-based products taste as good as animal-derived food.

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