Ad of the Day: plant-based bacon brand La Vie breaks up with meat in Valentine’s ad
The pigless pork producer wants to encourage others to chuck meat once and for all.
La Vie breaks up with meat / La Vie
In a new long-form ad that takes the form of an open letter published in a national newspaper, French plant-based bacon brand La Vie has detailed how, like so many of us, it once had some good times with meat.
From traditional Sunday roasts to bountiful bacon butties, the brand explains how even it can understand the fascination with animal products. “I know it’s crazy. After all, you’re meat. And me? Well, I’m a vegan brand… but love is crazy, right? Meat, I love you, but it’s time to admit: our relationship turned toxic.”
The note ends with this surprising admission: “I considered stopping by for a final rendezvous (one last late-night sausage), but it’s too late. I’ve moved on.”
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To coincide with the print campaign, La Vie will be handing out flowers and 5,000 units of its meat-free smokey bacon this Valentine’s Day outside Farringdon Station.
“Given the climate crisis we are all facing, we can no longer ignore the impact the meat industry has on the environment,” commented Romain Jolivet, the chief marketing officer at La Vie.
“We are on a mission to guide consumers to a plant-based diet, with a product that doesn’t compromise on taste and is better for the environment. That’s why we have created a product that perfectly replicates bacon but uses 82% less water and emits 88% less C02 than traditional farmed pork.”
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