La Vie Urges You to Break up with Meat in Quirky Valentine’s Day Campaign

La Vie, the UK’s favourite plant-based bacon, is celebrating Valentine’s Day with a declaration of love to… meat. Yes, you read that right. The brand’s latest OOH campaign encourages consumers everywhere to ‘break-up’ with meat on February 14th to truly make a change to our planet. Being a brand that supports everyone no matter their diet choices, La Vie is bringing what is often considered a taboo subject to the surface in a light-hearted manner.

In true La Vie style, the open letter published in a UK national newspaper, is a kooky, tongue-in-cheek declaration, affirming its love for the taste of meat, its texture and even its smell, however, unlike most love stories, this one ends in tragedy as La Vie declares that its love is no longer possible. Meat’s addiction to intensive farming, its animal cruelty and its environmental impacts has made the relationship toxic, leaving them with no choice but to break-up. For this reason, La Vie has been working hard over the last three years to reproduce everything we love about pork; however, without the pig in the equation, we are able to create something that is better for you, better for the planet and better for the pigs... just from plants.

The vegan bacon brand is determined to spread its message loud and clear as it takes to the streets of London. The brand will be using an ad-bike to comically deliver the break-up letter across the city, stopping outside some of the capital’s infamous meat hotspots. And to top it all off, La Vie will be handing out flowers and 5,000 units of its famously delicious meat-free smokey bacon this Tuesday, February 14th outside Farringdon Station to help consumers break-up with meat, and fall in love with plant-based options.

Romain Jolivet, chief marketing officer at La Vie, said “Given the climate crisis we are all facing, we can no longer ignore the impact the meat industry has on the environment. 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.”

Launched in September 2021, La Vie has won numerous awards and prizes: Unilever's Global Innovation Award, Golden Snacking Award, Vegetarian Food Trophy 2021, recently recognised as Flavour of the Year 2023, winner of the UK's Best Plant-Based Bacon award (for the second time), the World Plant-Based Taste Awards. To appeal to all palates, it took three years of R&D focused on taste for La Vie to replicate the fat that makes meat so delicious...without the pig. As a result, 55% of consumers surveyed who regularly eat pork bacon noted that La Vie's plant-based bacon was as good or better than their regular pork bacon. 

La Vie perfectly mirrors the beloved taste and consistency of smoky streaks of bacon, after being meticulously tried and tested over 5,000 times to flawlessly replicate the taste, texture and appearance of pork. So, what are you waiting for? Break-up with meat this Valentine’s Day and choose La Vie, that’s better for you, the plant and the pigs.

Available at Sainsbury’s & Waitrose, La Vie is bringing meat-free bacon to the masses. 

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