Plant-based bacon brand La Vie is urging people to break up with meat once and for all this Valentine’s Day, as it unveils its latest tongue-in-cheek out-of-home campaign.
Spearheaded by a quirky open letter, La Vie declares its undying love for meat – but something just isn’t working, whether that’s how the industry treats pigs, its tendency for intensive farming or its considerable contribution to global warming, the relationship has clearly turned toxic.
Hitting the streets of London today (14 February), assets will span out-of-home ‘ad-bikes’ to deliver the messages across the capital’s ‘meat hotspots’, and across the nation via the press.
La Vie will additionally hand out flowers and 5,000 units of its flagship smoky bacon today outside Farringdon station to help consumers ‘break up with meat’.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Given the climate crisis we are all facing, we can no longer ignore the impact the meat industry has on the environment,” La Vie chief marketing officer, Romain Jolivet said.
“At La Vie, we are on a mission to guide consumers to a plant-based diet, with a product that doesn’t compromise on taste and is better for the environment. That’s why we have created a product that perfectly replicates bacon but uses 82% less water and emits 88% less C02 than traditional farmed pork.”
This Valentine’s Day activation follows the brand’s recent Veganuary campaign, which was launched nationwide and ambitiously aimed to achieve around 200 million impressions.
