senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

La Vie Takes Piggies to Market with Cheeky Campaign for Products Not Yet Available in the UK

06/09/2022
Marketing & PR
London, UK
1.2k
Share
French brand introduces itself to the UK market by launching London based campaign for bacon

How ridiculous would it be to advertise the BEST plant-based bacon in the UK when you can’t find it anywhere in the UK? Well, French plant-based start-up, La Vie is taking that gamble. With a cheeky tone of voice and self-deprecating humour - something we all know isn’t usually attributed to the French - La Vie™ has launched a humorous marketing campaign targeting its non-existent UK consumers. Launching this week, the brand will be painting the capital pink through an all-out, statement OOH advertising campaign and putting its best-hoof-forward to leave an impression and showcase that its award-winning bacon is very much needed in the UK.

On a mission to challenge conventional eating habits and the status quo, La Vie bacon has been tried and tested over 5,000 times in order to perfect the recipe and create a world-class substitute that is indistinguishable from pork. Made from sunflower vegetable fat in a patented extraction process, La Vie is the first to reach taste parity on pork bacon consumers vs their usual pork bacon through a series of certified tests*. The product is so tasty that La Vie is actually the first plant-based bacon to be sued by the French pork lobby for being too good - whoops! From vegans, to flexitarians to carnivores, La Vie is inviting all food lovers to join them around the table and celebrate the great taste of bacon, with just one rule: no piggys allowed.

After being named the best plant-based bacon in the UK at the Plant Based World Expo in 2021, La Vie has started gaining attention across the country - despite the fact it isn’t yet available in British supermarkets. Encouraging consumers to help right a wrong, the ATL campaign is appealing to the disservice Brits are currently facing, demanding La Vie be available to bacon-loving Brits nationwide, and pronto. 

Commenting on their imminent UK launch, CMO Romain Jolivet said, “In a moment when the urge to reduce the carbon footprint of our plates is stronger and where the intensive animal farming model is showing the world it has reached its limits, vegans and meat lovers are paradoxically more divided than ever. La Vie™ was created to resolve this tension and bring everyone together at the same table. First with our product, that finally reproduces everything we love about bacon without the pig, followed by a unique brand character that is entertaining, guilt-free, and inclusive. In a country of bacon-lovers, we could not make a shy entrance and decided to provide our consumer cohorts with a good laugh. We hope that by poking a little fun at ourselves and our French heritage, Brits will give La Vie a try once we’re available on shelves.”

Created in conjunction with Paris-based creative agency BUZZMAN, the campaign’s ideation and creative direction was sparked by La Vie’s trademark tone of voice and challenger spirit which has seen great success in its home country of France. To introduce the brand to UK consumers, a humorous print wrap appeared in The Guardian in-line with World Bacon Day which took place on Saturday 3rd September. Curious Brits will also see OOH billboards dotted across London in coming weeks. UK media buying and strategy is managed by Bicycle London. 

Since launching in France in 2021, La Vie’s new generation of plant-based meat has been welcomed by food-lovers with open arms. La Vie has also won-over not only distributors and French restaurateurs, but also A-list celebrities such as Natalie Portman, who threw her support behind the brand as an investor. For more information from La Vie, please visit here or follow on social @laviefoods.uk.

Credits
Work from Pangolin
Giant CGI can
Pepsi Max UK
01/03/2024
11
0
Overview
Rockstar Energy
05/02/2024
8
0
Sizzle
Rockstar Energy
05/02/2024
8
0
ALL THEIR WORK