Gen Z shouldn’t have to give up the comfort foods they love to meet the pressure of eating healthier. F*CK DIETS challenges diet culture by reframing Banza’s chickpea pasta as a way to enjoy comfort food while getting more protein and fiber, without the guilt or restrictions. Through a bold, anti-diet message, the campaign encourages Gen Z to reject food limitations and embrace a more balanced relationship with what they eat.

Collaborated with Kaylor Susong.