French plant-based food brand La Vie is taking a gamble with its marketing efforts by advertising in the UK, even though it is not available in the country – yet.
To intrigue hungry Londoners, the startup has painted the city pink with a range of cheeky out-of-home (OOH) activations. With self-deprecating copy including ‘the best plant-based bacon in town that isn’t available in town,’ the brand aims to leave an impression with locals and get the product into UK supermarkets.
“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,” said Romain Jolivet, chief marketing officer at La Vie.
<!-- inArticleBlock -->
He continued: “La Vie was created to resolve this tension and bring everyone together at the same table. First with our product, which 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.”
Created in partnership with Paris-based creative agency Buzzman, the campaign included a print wrap in The Guardian on World Bacon Day (September 3).