Plant-based brand La Vie unveils UK out-of-home takeover with ‘cheeky’ new posters

French plant-based bacon brand La Vie has launched a new out-of-home (OOH) campaign in the build-up to World Vegan Day on 1 November.

The pink billboards, described as ‘bold, bright and mischievous’, promote a brand that has only been on the UK market for a couple of weeks and is now available in 2,000 locations across the nation.

The news comes just a month after the Paris-based challenger brand launched its first UK promotional campaign, despite the fact that it was not available in the British market at the time.

The new billboards include phrases like ‘Britain’s newest best faker – sorry Boris’, and ‘sure, our parents got the property boom, but we’ve got vegan bacon that tastes like bacon’.

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The brand’s campaign intends to set itself apart from traditional advertising competitors by embracing controversy and finding humorous ways to connect with consumers.

La Vie is not only backed by Natalie Portman, but also includes products that have been tried and tested over 5,000 times in order to perfect and create a ‘world-class’ substitute ‘indistinguishable’ from pork.

“La Vie™ has a wildly different tone and personality to other brands in the meat-free space,” La Vie chief marketing officer, Romain Jolivet, said.

“Since the beginning, we have been very intentional with how we wanted the brand to be perceived, and how we could expand on that in different markets. We have always been confident in our marketing approach, knowing it sets us aside, but now, seeing the response from the British population, has given us the courage to be even more creative, and continue to build our brand as we expand globally.”