Swedish plant-based food brand, Oumph! has won a silver brand experience and activation Lion at this year’s Cannes Lions festival for its LOLA MullenLowe Halloween-themed spot launched in Sweden last year.
The Madrid-based agency’s disruptive campaign played on traditional Halloween tropes, and invited customers to try Oumph!’s plant-based ‘human meat’ burger with a gritty, horror film-inspired spot.
The Swedish food firm is set to be the only plant-based brand to pick up a winning award in the creative brand building through experience and customer engagement category, despite being one of almost 2,000 entries to the creative festival this year.
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“I am incredibly proud of this award and the great teamwork behind it!” Oumph! global brand leader, Henrik Åkerman said.
“Our mission is to change how people eat, and it is our duty to use creativity as a tool to make this change happen.
“As a small brand we need to be bold and ready to push some boundaries to break through, and I think this campaign is a good example of us doing just that.”
LOLA MullenLowe executive creative director, Tomas Ostiglia added: “The bravery of launching a risky idea that is 100% on brand is always rewarded.
“The plant-based category is at its peak, it seems like every day a new brand pops up, and as a small Swedish challenger brand, Oumph! had to convince meat-lovers, that their plant-based products can in fact replicate the taste of any meat.
“A claim most are tired of hearing and even more tired of being disappointed by, and of course, a solution was to make a tasty plant-based human meat burger.”
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