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Gently Glide Through a Field of Plant Based Meat in Peas of Heaven Ad

Creative 182 Add to collection

Together with Forsman & Bodenfors, Peas of Heaven launch its first brand campaign getting the most hard core meat eaters on board

Gently Glide Through a Field of Plant Based Meat in Peas of Heaven Ad

The plant-based category is full of lofty promises about saving the world, with brands competing against each other in who’s the most serious. Swedish alt-meat brand Peas Of Heaven wants to do the complete opposite in their first-ever brand campaign.

“From the start, Peas Of Heaven’s mission has been to make plant-based versions of all your favourite foods. And by doing so, contribute to a better and more sustainable future. But every food tech start-up promises to make the world better. And it’s pretty fun that the tools we use to create a better world are actually sausages, burgers and meatballs. That's why we decided to poke fun at the category – and ourselves – and make something totally different, something that also could inspire all the meat-eaters out there to try plant-based food”, said Gustav Johansson, creative director at Peas Of Heaven. 

In the spot, burgers, meatballs, and sausages are actually growing on fields, just like the green pea – one of the main sources of protein in Peas of Heaven’s products. That’s the main idea behind the campaign.

The spot was directed by rising star Vedran Rupic who won the Young Directors Showcase at Cannes in 2019 and has since directed big campaigns for Old Spice, Wagamama  and Samsung along with a trio of awarded music videos. 

The campaign was developed in cooperation with agency partner Forsman & Bodenfors.

“We wanted to get the creative and innovative spirit of the company across in a category breaking, playful, fun and, yes, a slightly bizarre way that will make you stop what you’re doing and actually watch the commercial”, said Karl Risenfors, creative at Forsman & Bodenfors.

Peas Of Heaven is currently the market leader in its home market, Sweden, and is growing fast in Denmark, Finland, and Norway. In 2022, Peas of Heaven will expand to a handful of other European markets with a US launch coming up soon.

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Genres: People, Comedy

Categories: Food, Vegetarian / Vegan

Forsman & Bodenfors, Mon, 23 May 2022 12:11:35 GMT