Paris-based challenger brand La Vie has launched its first UK promotional campaign, despite not currently being available in the British market.
The tongue-in-cheek stunt openly pokes fun at this with a range of out-of-home materials displaying humorous messages including: “The best plant-based bacon in town, isn’t available in town. French nonsense,” and “What’s the point of advertising the best plant-based bacon if it’s not available in the UK? None.”
Created in partnership with French agency Buzzman, the bold out-of-home campaign precedes La Vie’s imminent UK launch and was kicked off with a print wrap ad in last Saturday’s Guardian newspaper, subversively celebrating World Bacon Day.
Despite having only launched in its native France last year, the brand has experienced considerable growth in the last 12 months, even attracting celebrity investors such as Hollywood star Natalie Portman.
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“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 chief marketing officer, Romain Jolivet said.
“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.
He continued: “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.”
