La Vie Teams up with Tesco to Get Brits Eating Plant Based Pork
La Vie, the innovative French plant-based pork brand, has playfully launched its latest tantalising campaign to celebrate its new Plant-Based Ham, now exclusively available at Tesco stores across the UK. La Vie, which is no stranger to fun and quirky campaigns that often become the talk of the town, has once again captured public attention with its latest OOH.
The brand has launched a series of digital billboards across the country, featuring eye-catching visuals and cheeky slogans such as “Source of protein, fibre, and endless debates,” which aim to emphasise the health and environmental benefits of La Vie's plant-based offerings. The campaign is set to generate buzz and get people talking about the future of food and the role of plant-based alternatives in their diets, all whilst serving Brits a delicious pork alternative - because who says you can’t have your ham and save the piggies too?
La Vie’s new Plant-Based Ham, a culmination of five years of meticulous development, is redefining the standard for pork alternatives. Available in both regular and smoked varieties, this ground breaking product is completely pig-free and crafted from a mix of pea protein, soy protein, radish juice concentrate, potassium acetate, salt, natural flavourings, and vegan lactic acid. With an impressive 19.5g of protein per 100g, it not only surpasses traditional pork ham in nutritional value but also boasts five times less saturated fat. Free from nitrites, La Vie’s Plant-Based Ham is a testament to the brand's commitment to health, animal welfare, and environmental sustainability. The introduction of this product at Tesco marks a major milestone in La Vie's journey towards becoming the largest pork brand on Earth by 2050, without hurting a fly.
Romain Jolivet, chief marketing officer at La Vie, expressed, "Our latest campaign with Tesco reflects our innovative spirit and our commitment to sustainable and ethical food choices. With strategic placements in key urban areas, our digital billboards are not just adverts; they are conversation starters, emphasising our goal to introduce delicious plant-based and responsible food choices to a wider audience."
The French brand not only solidified its position as a leader in the plant-based category but also emerged as a top contributor to the category's growth. The collaboration with Tesco for the La Vie plant-based ham has played a crucial role in building long-term brand equity, establishing a consistently beloved brand presence, and indicating the rising consumer interest in plant-based options.
Nicolas Schweitzer, CEO and co-founder of La Vie, remarked, "Following our successful crowdfunding campaign and the launch of La Vie Plant Based Ham with a leading UK retailer such as Tesco, has significantly amplified our market presence. This continues to showcase our brand's ability to navigate and excel within the plant based sector and the challenges faced within the industry."
To complement the campaign, La Vie and Tesco are offering exclusive in-store promotions throughout January for the La Vie plant-based ham, designed to entice Brits and enrich their shopping experience.. Shoppers can indulge in any two La Vie plant-based ham products for just £3.75 this Veganuary. Additionally, La Vie's Plant-Based Smoked Lardons or Smoked Bacon, will be available at Tesco for just £2 RRP from 1st January to 23rd January.
