NotCo utilizes proprietary AI technology to replicate animal-based foods, including milk and burger patties, using entirely plant-based ingredients.
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See all ads on AdLibrary →NotCo is a Chilean food technology company that uses AI to develop plant-based alternatives to dairy, meat, and egg products, including its NotMilk and NotBurger lines. Founded in Santiago, the company has expanded into US and Latin American grocery retail. It is known for its data-driven approach to formulating plant-based food, advertising across Meta placements.
NotCo advertises plant-based food through a technology story: an AI platform that studies animal-based foods and recreates them from plants. Ads pair taste-and-texture reassurance with the 'Not' naming system, so products like NotMilk and NotBurger read as direct swaps for dairy and meat. The approach targets flexitarians who want familiar flavor without changing their routine. Explore their ad creative at AdLibrary.
On Meta, NotCo's creative mixes food photography, pour-and-sizzle short video and side-by-side comparisons with the animal-based originals. Messaging usually emphasizes that the product tastes and behaves like the real thing in coffee, cereal or on the grill. Retail-driven campaigns point shoppers toward grocery availability, while brand-led content builds recognition of the playful 'Not' identity. Reviewing these placements over time shows which formats and hooks the brand keeps returning to, a useful guide for planning your own creative tests.
Copy themes: (1) 'tastes like the real thing, made from plants'; (2) the AI-powered formulation story behind each product; (3) easy swaps for everyday dairy and meat; (4) a cheeky, irreverent brand voice built on the 'Not' prefix. On short-form video, quick recipe moments, pour shots and playful taste reactions suit the format. Watching how these themes repeat across formats shows which messages the brand treats as core, and which it rotates for seasonal moments.
Food brands rely on both awareness and retail conversion, so NotCo's cross-platform mix leans on recognizable branding and clear product swaps. The useful lesson is that a distinctive naming convention makes a whole product range legible in a single glance. Pair technology credibility with sensory proof to move skeptical shoppers. For marketers, the useful takeaway is consistency: the same core promise should travel across search, video and social so each channel reinforces the others.
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