Restaurant chain Burger King is set to bring La Vie’s plant-based bacon to its menu from the start of 2023, with the new partnership formed in celebration of Veganuary.
The French brand’s place on the menu will not end after January however, with its vegan products to become a permanent fixture in Burger King restaurants throughout 2023, bolstering the chain’s plant-based offering.
La Vie’s UK partnership with Burger King UK forms part of an deal which supports the brand’s ongoing efforts to become 50% plant-based by 2030 in the UK.
To raise public awareness around the upcoming collaboration, La Vie has launched a tongue-in-cheek out-of-home campaign poking fun at Burger King’s longtime rival McDonald’s for missing out on the partnership.
“We are very proud to be partnering with Burger King, bringing our multi-award-winning, plant-based bacon, La Vie to their restaurants,” La Vie chief marketing officer, Romain Jolivet said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“This will allow us to accelerate the pace of switching from animal-based meat to plant-based, which is a climate emergency we are all facing.
He continued: “Thanks to the open-mindedness and leadership of Burger King, proactively moving towards more plant-based options, millions of consumers will be able to try our next generation of plant-based bacon. With only seven ingredients and a product packed with proteins and fibres, this is a bakon for the kings, not for the clowns.”
This would not be the brand’s first such campaign however, as it rolled out an equally audacious out-of-home push earlier this year lampooning British culture and society to mark World Vegan Day.
Burger King UK brand and communications director, Soco Núñez de Cela added: “We are thrilled to be joining forces with La Vie. The synergy between our two brands and fierce campaign tactics meant this partnership was a match made in heaven.
“After the huge success of our Bristol and Leicester Square meat-free restaurants, we look forward to building on our partnership with La Vie™ to ensure we meet our goal to become 50% plant based by 2030 in the UK.”
