French plant-based food brand La Vie is turning London’s streets pink with a vibrant out-of-home campaign that celebrates its meatless ham alternative.
Following on from its successful sales across Tesco and Ocado networks, this latest campaign marks the rollout of La Vie’s products onto Waitrose’s shelves nationwide.
A series of brightly coloured billboards featuring cheeky slogans such as: “For those who love animals, the planet and kids having a future but can’t give up ham sandwiches” will look to spark debate up-and-down the country.
“Our latest OOH campaign invites consumers to embrace the delectable world of La Vie Plant-Based Ham with a playful spirit and a nod to sustainability”, La Vie CMO, Romain Jolivet said.
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“As iconic London cabs are recreated with our signature pink hue and cheeky billboards captivate audiences nationwide, we aim to ignite conversations about the future of food and the possibilities of plant-based living.
“We have plenty more surprises in store this summer to inject our plant-based products into the country, so keep your snouts peeled!”
Running across a range of high-footfall locations, the brand’s campaign will be visible in some of the city’s most ‘ham-centric’ areas such as Ful(ham), West (Ham)pstead and even Bucking(ham) Palace.
La Vie CEO, Nicolas Schweitzer added: “The overwhelming success of our plant-based ham at Tesco and Ocado propelled us forward, reaffirming the demand for exceptional alternatives in the market.
“Our partnership with Waitrose marks a significant milestone in our mission to redefine the culinary landscape, offering consumers a truly sumptuous and sustainable choice. We are thrilled to embark on this new chapter and bring a touch of La Vie’s French flair to Waitrose.”
