La Vie Celebrates Veganuary with Bold OOH ‘The Gathering’ Campaign

After bursting into the UK market six months ago, award-winning French bacon brand, La Vie, has unveiled its first international OOH campaign, developed in collaboration with creative agency Buzzman. In true La Vie style, the creatives are bold, bright and display the brand’s mischievous, unmistakable pink that it has become widely known for. After launching in France, Belgium and the Netherlands earlier this month, the announcement marks its first campaign of 2023, “The Gathering”, which aims to bring everyone around the same table, regardless of their beliefs and dietary choices.

Launching across the UK in London, Bristol, Manchester, Brighton and Cardiff, the campaign has kicked off with an enormous billboard, found in the bustling London borough of Shoreditch, displaying the impactful, gathering messaging “A Jew, A meat-lover, a Muslim and a vegan walk into a bar and share a bacon sandwich. No Joke.”  With the campaign being guaranteed to gain a huge 200 million impressions, the creative further emphasises La Vie’s mission to gather people from all walks of life together around the one table. La Vie invites Brits everywhere to share a meal that’s better for you, the planet and of course, the pigs. 

Romain Jolivet, chief marketing officer at La Vie, says of the partnership “For over a year, La Vie has been on a mission to guide all consumers towards a plant-based lifestyle. Thanks to our unique ability to replicate the taste of pork without pork, our products bring everyone to the same table, regardless of their dietary regime and we hope to spread this messaging with the help of our new OOH campaign!”

Having already announced its partnership with Burger King UK and continuing its ongoing mission to make vegan offerings available throughout the year, La Vie is also partnering with renowned London cafe The Breakfast Club. Supporting the chain’s mission to elevate its meat-free offerings within its cafes and do its bit for the planet, La Vie’s newly announced partnership sees a permanent veggie and vegan menu rolled out across all 13 Breakfast Club sites for the first time.

Launched in September 2021, La Vie has won numerous awards and prizes: Unilever's Global Innovation Award, Golden Snacking Award, Vegetarian Food Trophy 2021, recently recognised as Flavor of the Year 2023, winner of the UK's Best Plant-Based Bacon award (for the second time), the World Plant-Based Taste Awards. To appeal to all palates, it took three years of R&D focused on taste for La Vie to replicate the fat that makes meat so delicious…without the pig. As a result, 55% of consumers surveyed who regularly eat pork bacon noted that La Vie's plant-based bacon was as good or better than their regular pork bacon.

Available at Sainsbury’s, Waitrose, Burger King UK stores and The Breakfast Club’s 13 cafes, La Vie is bringing meat-free bacon to the masses. 

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