Poster and social media campaign

La Vie™ vegetable bacon is finally available in the UK and it’s not too soon because to keep Brits waiting, the brand didn’t hesitate to communicate even though the product wasn’t available yet.

Signed Buzzman, the campaign started in the UK on 3 September in The Guardian and was supported by billboards on 6 September. A second phase began on September 20 on social media.

French start-up La Vie™ aims to seduce the British with the arrival of its vegetable bacon. Now available at Waitrose, Sainsbury’s and Honest Burger restaurants, La Vie™ managed to keep everyone in England languishing by promoting the product even before its launch!

Promoting a product that has not yet been marketed is La Vie™ and Buzzman’s successful bet. Through a campaign full of self-mockery, pungent catchphrases, tinged with quirky humor and very f̶r̶a̶n̶ç̶a̶i̶s̶s̶, La Vie™ made our friends across the Channel water the mouths.
That’s why vegetable bacon has been desired for a long time. Good news, it’s been available since September 19th, English people will now be able to enjoy breakfast.

The campaign first launched with a double page spread in The Guardian on 3 September. It has been supplemented by 5 UK-viewable OOHs since 6 September and has been supported by a social media component. The second phase started on September 20th with a variation of 3 posters distributed on social networks.

ABOUT

LIFE™

La Vie™ (formerly 77 foods) is a start-up behind a patented plant-based fat technology. His first two 100% French vegetable recipes, matchsticks and bacon, replicate the taste, look, and texture of meat. With its peculiar universe, La Vie™ wants to gently guide consumers towards plant-based substitutes that are more respectful of the environment and healthier. Founded by Nicolas Schweitzer and Vincent Poulichet, the start-up aims at rapid, large-scale deployment in large retail and restaurant chains. More information: www.laviefoods.org

BUZZ MAN

Voted “Best Small International Agency of the Year” in 2011 by Ad Age, “Agency of the Year” by Effie France in 2016 and 2021, “Most Creative Agency” in 2016, “New Creative Agency Model” (voted by advertisers) in 2017 , “Ad Agency of the Decade” in 2020 in the Grand Prize of Agencies of the Year and “Most Creative French Agency” in 2019 according to the BVA Limelight study, Buzzman is an advertising agency specialized in creating innovative concepts that go beyond the limits of traditional advertising.

The agency, which has already received several awards from the biggest international (D&AD, Cannes Lions, Eurobest, EFFIE, Clio Awards, etc.) and national festivals, is recognized as one of the most creative in Europe. It provides year-round support to customers such as BURGER KING in France, Belgium and Switzerland, Uber Eats, Back Market, IKEA, Boursorama Banque, Direct Assurance, PMU, Don’t Call Me Jennyfer, Cdiscount, Deezer, Starwax, Citroën, Free, Camaieu, Pernod Ricard Group, B&B Hotels, Eden Gen, La Vie, Murfy, Scalapay…

In 2016, Buzzman created Productman, a brand experience studio (brand design, new products and services) for innovative, communicative and business generating products and services.

CREDITS
LIFE™

Co-founder and President Nicholas Schweitzer
Marketing director Romain Jolivet
Marketing manager Valentina Marchi
Social Media and Community Manager Cecile Danjou

CREDITS
BUZZ MAN

President and Creative Director Georges Mohammed-Cherif
Vice president Thomas Granger
general manager Julien Levilain
creative director Victor Sidoroff
Designer Editor André Dobbie
artistic direction assistant Alicia Da Ponte and Victor Christophe
Commercial director Lou Leproux
group leader Margaux Forest
Strategic Planning Director Clemente Scherrer
Senior Strategic Planner Aline Bouchez
Director of Communications and Public Relations love july
Director of Communications and Public Relations Paul Renaudineau
Communications and public relations assistant Anouck Vallez
ProductionPrinting Charlotte Chadeau

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