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Vegetarian Brand Strategy Marketing

Vegan brand La Vie unites religions in OOH campaign


By John Glenday, Reporter

January 17, 2023 | 3 min read

Meat substitute brand La Vie has kickstarted its Veganuary campaign with an outsize Shoreditch billboard advertising its plant-based bacon to people of all faiths and diets.

La Vie

Vegetarian brand La Vie puts its faith in plant-based bacon

The Gathering takes full advantage of its corner site with a sweeping triple-decker floodlit board in the French brand’s latest bid to win over British vegetarians.

Developed in collaboration with creative agency Buzzman the international out-of-home push launched in Europe last month with a lighthearted message of unity that will now be taken to the streets of London, Bristol, Brighton, Manchester and Cardiff.

In an appeal to the sense of humor of passersby, the campaign states: ‘A Jew, a meat-lover, a Muslim and a vegan walk into a bar and share a bacon sandwich. No Joke,’ setting the scene for the most diverse pub lunch ever.

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Romain Jolivet, chief marketing officer at La Vie, says of the partnership: ‘For over a year, La Vie has been on a mission to guide all consumers towards a plant-based lifestyle. Thanks to our unique ability to replicate the taste of pork without pork, our products bring everyone to the same table, regardless of their dietary regime and we hope to spread this messaging with the help of our new OOH campaign!”

The billboard activity dovetails with a partnership with The Breakfast Club, which will see a permanent veggie and vegan menu rolled out across 13 cafes.

This follows a previous tag team with Burger King to troll McDonald’s and retail activity at Sainsbury’s and Waitrose to ensure as many mouths get to experience meat-free bacon as possible.

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