“And the flesh you so fancifully fry, Is not succulent, tasty or kind, It’s death for no reason, And death for no reason is murder…” To many, The Smiths’ 1985 calumniation of carnivores is simply a great tune; to others it is a rallying cry to denounce the evils of intensive farming.
But, whatever the case, things have moved on over the past four decades, with tens of millions of people now eschewing “flesh” and supermarkets embracing a raft of vegan and vegetarian products.
And, right on time for next Tuesday’s (November 1) World Vegan Day, French meat-free bacon brand La Vie is launching a new out of home campaign, developed in collaboration with creative agency Buzzman.
Featuring bold and bright pink billboards, the brand claims its advertising sets it apart from competitors – both meat-free and pork-based – by embracing controversy and finding humorous ways to connect with consumers.
The activity includes a number of executions – from “Britain’s best bacon isn’t from Britain. Or a pig” and “Britain’s newest best faker. Sorry Boris” to “Sure, our parents got the property boom, but we’ve got vegan bacon that tastes like bacon” – the campaign will run in select locations across the UK.
La Vie insists it is on a mission to help as many consumers evolve from an animal diet to a plant-based diet with a smile on their face by sparking conversations among vegetarians, flexitarians and carnivores across the UK, avoiding scare tactics and sad anecdotes.
Since launching in France in 2021, La Vie claims its new generation of plant-based meat has been welcomed by food-lovers across the globe, with A-list celebrities such as Natalie Portman investing in the brand.
La Vie chief marketing officer Romain Jolivet said: “La Vie has a wildly different tone and personality to other brands in the meat-free space. Since the beginning, we have been very intentional with how we wanted the brand to be perceived, and how we could expand on that in different markets.
“We have always been confident in our marketing approach, knowing it sets us aside, but now, seeing the response from the British population, has given us the courage to be even more creative, and continue to build our brand as we expand globally.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, we haven’t actually tried this brand but surely that’s the point isn’t it? If they can persuade ardent flesh eaters like us that meat-free bacon is “the future”, they can persuade anyone.
As ever though, you have to wonder why vegans would want their food to taste like meat. After all, surely that is the whole point of veganism; rejecting the sins of the flesh world for a fresh world?
Ah well, we guess that’s a question for another day.
Decision Marketing Adometer: A “save the little piggies” 8 out of 10