Danone’s plant-based Silk brand has partnered with Bell Media to create a three-part branded content series.

“Evolving Eats” is hosted by Mena Massoud, author of the cookbook Evolving Vegan and host of the CTV Life series of the same name. The new three-part content series was created by Bell Media’s Branded Entertainment Studio with Massoud. Each episode is roughly five minutes long and lives in a dedicated online hub.

In the series, Massoud will challenge “traditional eaters” to embark on a one-week, plant-based-eating challenge using a wide range of Silk Danone products. The episodes feature a busy mom of three, a health-conscious couple and a bride to be.

Silk’s goal with the series is to build brand awareness and inspire viewers to journey into tasty, plant-based cooking. That ties into the brand’s recent marketing focus, which has been to “democratize” plant-based milk and show that it is for everyone, as well as the variety of occasions where plant-based cooking has a role.

Sixty-second promos for “Evolving Eats” will distributed in Bell Media shows, along with 30-second supporting ads running across connected social channels to drive audiences to the full series.