Consumers obsess over what they eat, but ignore what it comes in. We reframed plastic from an environmental issue to a personal health risk with The Plastic-Free Diet: a simple, behavior-led challenge that positions glass as the healthier packaging choice. Borrowing the language of wellness culture, the idea asks people to cut just one thing from their diet for 7 days: plastic-packaged food and beverages. The campaign rolled out across social, Instacart, BuzzFeed, and influencer partnerships.