La Vie says its vegan bacon is better than Boris Johnson
Ahead of World Vegan Day on November 1, French plant-based bacon brand La Vie has covered the UK cities of London, Bristol and Brighton with 2,000 pink billboards at bus shelters and stations. metro and train. The billboards aim to humorously promote the new brand of vegan bacon to Britons.
Notice boards include phrases such as “Britain’s newest best counterfeiter. Sorry Boris” and “Of course our parents had the property boom, but we have vegan bacon that tastes like bacon.” The marketing campaign comes just as the brand hits the shelves of retailers nationwide.
“With these ads, we are spreading our mission, the one that drives us: to help you switch to a more plant-based diet, better for animals, better for the planet and better for you,” La Vie says of the campaign. “All of this while having a big smile on your face because the bacon is delicious and award-winning and because I hope our commercials will make you laugh on your way to work.”
Vegan bacon is coming to Burger King
The brand’s campaign helps set itself apart from traditional advertising competitors by embracing controversy and finding humorous ways to connect with consumers, whether vegan or not. And La Vie seems to know how to attract attention.
Earlier this year, the brand embarked on a week-long campaign to get Burger King to add its vegan bacon to the Veggie Steakhouse, a plant-based remake of the chain’s meat-based menu item. .
It all started when a Burger King customer named Julien noticed that the Veggie Steakhouse failed to mimic the original by removing the bacon altogether. “Sorry guys, I’m waiting for the Veggie Steakhouse with La Vie bacon,” he tweeted. La Vie responded with a clever campaign to convince Burger King to add its vegan bacon which included running a full-page ad in the Paris newspaper The Parisian to draw attention to this issue.
In addition to the announcement, La Vie sent its “Love Truck” to the Saint-Brice-sous-Forêt area where Burger King customers could bring their Veggie Steakhouse burgers to tamper with vegan bacon. After the campaign, Burger King agreed, saying it would add La Vie’s vegan bacon to its 550 locations across France.
But Burger King didn’t stop there. With a growing number of plant-based Burger King pop-ups opening around the world, the chain recently popped up in Bristol to serve 24 plant-based versions of classic menu items, including a Bakon King made with La Vie vegan bacon, until November. 6.
Vegan bacon is still bacon
The Parisian startup is working hard to have a positive impact on consumers’ eating habits by encouraging them to replace animal-based bacon with plant-based bacon, but it has not been without difficulty.
The French government, with the support of local farmers and the country’s meat industry, is trying to implement a labeling ban on the use of meaty terms such as ‘hamburger’, ‘bacon’ and ‘sausage’. in the marketing of vegan products.
Recently, after being accused of “unfair competition” by a French pork lobby, La Vie tried to retaliate with a cheeky social media campaign. “The pork lobby has given us formal notice for “unfair competition”, because our vegetable lardons perfectly reproduce “authentic” pork lardons. Yes, they do. The most beautiful compliment in the world, with an acknowledgment of receipt as a bonus, ”posted La Vie on its social networks.
The brand went further by running an advertisement in The Parisian tell consumers.
“The pork lobby is attacking us because our vegetarian bacon bits are indistinguishable from pork bacon bits.” He continues: “Help us defend ourselves, by sending them this letter.”
Below a dotted line is a letter addressed to the Pork Lobby which reads: “Dear Pork Lobby: Thank you for the compliment. We believe that your pork bacon is indistinguishable from our vegetarian bacon. Would you agree to change your recipe? Thanks.”
Life grows all over Europe
La Vie was first launched in France in 2021 after three years of research and development and more than 5,000 recipe trials. Since then, the brand has won over not only distributors and restaurateurs, but also celebrities like Natalie Portman, who supported La Vie as an investor.
Earlier this year, La Vie raised €20 million ($21 million) in a funding round that it is using to expand its European distribution. Currently, consumers can find La Vie bacon and other products across the UK at Sainsbury’s, Waitrose, Whole Foods Market and Planet Organic, as well as several restaurant chains.
At the same time, La Vie is making its way onto the shelves of French supermarket chains as well as other European countries like the Netherlands and Switzerland.