French plant-based pork brand La Vie has launched a playful new campaign to feature in Tesco stores, with tongue-in-cheek slogans including “Source of protein, fibre and endless debates”.
The campaign includes eye-catching visuals and slogans which aim to emphasise the health and environmental benefits of the product – while also tapping into the ‘controversial’ element of the current interest in vegetarian and vegan foods.
La Vie’s collaboration with the Big 4 supermarket taps into its retail media to cement its long-term brand equity and take advantage of the rising consumer interest in plant-based options.
“Our latest campaign with Tesco reflects our innovative spirit and our commitment to sustainable and ethical food choices,” said La Vie chief marketing officer Romain Jolivert.
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“With strategic placements in key urban areas our digital billboards are not just adverts, they are conversation starters, emphasising our goal to introduce delicious plant-based and responsible food choices to a wider audience.”
La Vie co-founder Nicolas Schweitzer said: “Following our successful crowdfunding campaign and the launch of La Vie plant-based ham with a leading UK retailer such as Tesco, has significantly amplified our market presence.”
“This continues to showcase our brand’s ability to navigate and excel within the plant based sector and the challenges faced within the industry.”
To complement the in-store campaign, Tesco and La Vie are collaborating to offer exclusive promotions throughout January, with shoppers able to purchase any two plant-based ham products for just £3.75.
