La Vie, a French meat-free bacon brand, has unveiled its first international out-of-home (OOH) campaign in celebration of Veganuary.
Developed in collaboration with creative agency Buzzman, ‘The Gathering’ campaign aims to bring everyone ‘around the same table’, regardless of their beliefs and dietary choices.
Launching across the UK in London, Bristol, Manchester, Brighton and Cardiff, the OOH promotion displays an impactful message that reads: “A Jew, a meat-lover, a muslim and a vegan walk into a bar and share a bacon sandwich. No Joke.”
La Vie expects the campaign to gain 200 million impressions as the brand looks to further emphasise its mission to promote meals that are ‘better for you, the planet and of course, the pigs’.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The news comes a month after it was announced that Burger King would introduce La Vie’s plant-based bacon to its menu from the start of 2023.
“For over a year, La Vie has been on a mission to guide all consumers towards a plant-based lifestyle. Thanks to our unique ability to replicate the taste of pork without pork, our products bring everyone to the same table, regardless of their dietary regime and we hope to spread this messaging with the help of our new OOH campaign,” La Vie chief marketing officer, Romain Jolivet, said.
