La Vie has launched its latest brand campaign, ‘Pork is Dead’ in an effort to revitalise Veganuary.
The French plant-based food company has described the new campaign as a “bold, rebellious punk-inspired statement” aimed at reminding UK consumers that plant-based options rule out the need to eat pork.
Having launched on 12 January, La Vie said the campaign would deliver 100 million impressions and formed park of an integrated rollout spanning OOH, YouTube, paid and organic social, influencers and retail.
At the heart of the campaign are three adverts: ‘Pork Is Dead’, ‘PETA Pig’, and ‘Great for Greta’.
“With ‘Pork Is Dead’, we’re using bold, culturally relevant creative to make one simple point: you can enjoy everything you love about pork, without the pig,” said Romain Jolivet, CMO at La Vie. “When taste, pleasure and impact align, behaviour change follows.”
Read more: La Vie launches vegan Salami Sticks into Waitrose and Ocado
‘Pork is Dead’ will also feature a partnership with independent plant-based pizza restaurant chain Purezza from 19 January, which will include limited-edition menu items, in-store takeovers, co-branded point of sale, social content and influencer activations.
“Campaigns like this reflect a growing public awareness that we don’t need to harm animals to enjoy the foods we love,” added Dawn Carr, vice president of vegan corporate projects at PETA. “By partnering with La Vie on the PETA Pig creative, we can show that plant-based options can deliver the same satisfaction without the suffering to help accelerate a kinder, more sustainable food system.”
The campaign follows the launch of La Vie’s Salami Sticks into Waitrose and Ocado this month, which it heralded as a UK-first development.
High in protein (34g per 100g) and a source of fibre, they contain around 20% less saturated fat and 30% less salt than conventional pork salami, while containing fewer calories, according to the brand.
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