La Vie “Turns London Pink” With New OOH Campaign Celebrating Its Plant-Based Ham – vegconomist
French brand La Vie is celebrating the success of its plant-based ham with a new OOH advertising campaign in “one of the UK’s most ham-centric cities”, London.
La Vie’s ham alternative arrived at Tesco and Ocado earlier this year, and is now one of the top three plant-based ham brands sold at Tesco. The product also recently launched at Waitrose stores UK-wide. To mark this success, some of London’s famous black cabs have been turned pink with the message “Take me to BuckingPlant-Basedham Palace”.
Additionally, billboards have appeared around the UK with messages such as “For those who love animals, the planet and kids having a future but can’t give up ham sandwiches”. The aim is to ignite conversations about the significance of plant-based meat alternatives.
La Vie’s plant-based ham took five years of R&D to develop, and is made with ingredients such as pea protein, soy protein, and radish juice concentrate. With 19.5g of protein per 100g, it rivals pork ham while containing five times less saturated fat.
“Truly sumptuous and sustainable”
Last month, La Vie launched a range of plant-based club sandwiches in France made with its ham and bacon alternatives, which are already said to be “selling like hotcakes” at several retailers. The company is also planning a food truck tour in the UK this summer, offering free plant-based ham sandwiches to the public in London, Bristol, and Brighton.
La Vie says the recent Waitrose expansion marks a “momentous leap forward” in its ambitious mission to become the world’s largest pork brand by 2050. The recent developments come in the wake of the company’s successful crowdfunding round last year, where it achieved the €1 million target within just over an hour.
“The overwhelming success of our Plant-Based Ham at Tesco and Ocado propelled us forward, reaffirming the demand for exceptional alternatives in the market,” said Nicolas Schweitzer, CEO of La Vie. “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.”
