Lightlife partners with Kristen Bell, Dax Shepard on campaign

Lightlife is putting a new spin on honesty with the help of Kristen Bell and Dax Shepard.

The Chicago-based company unveiled its new “A Taste of Honesty” campaign, which showcases how Bell and Shepard’s parenting philosophy of honesty works for them in life and with food.

“Dax and I believe that honesty is the best policy — in parenting and with food,” actress Kristen Bell said. “As a flexitarian household, we're excited to partner with Lightlife to celebrate their plant-based burger that tastes so good, we don't have to lie to our kids about it!”

By drawing on relatable and awkward parenting conversations, Bell and Shepard do not beat around the bush when it comes to the discussing the birds and the bees and what’s on the table for dinner in a series of lighthearted videos, the company said.

“Partnering with Kristen and Dax is a significant moment for the brand,” Michael Lenahan, the vice president of marketing at Greenleaf Foods said. “As America's most honest, relatable, and fun-loving celebrity couple, they share Lightlife's core brand values. This campaign underscores our commitment to empowering families and inspiring honest conversations about food around the dinner table.”

Shoppers can find Lightlife products at grocery shelves across the United States and Canada.

“At Lightlife, we believe that plant-based proteins are for everyone — whether you're a vegetarian, flexitarian, or a meat eater simply looking for more protein options,” Dan Curtin, the president and CEO of Greenleaf Foods said. “We often hear from parents that their entire family loves the taste of Lightlife, and parents love serving nutritious, plant-based foods.”