Oumph! Human Meat Plant-Based Burger | Clapboard Ad Archive

The Human Meat Plant Based Burger

Description

In 2021, Oumph! partnered with MullenLowe Group to launch a provocative and memorable Halloween campaign in Sweden called The Human Meat Plant Based Burger. Designed to captivate and challenge consumers, this film campaign cleverly played on the shock factor of a meat alternative by inviting curious Stockholmers to experience a burger like no other. Positioned as a bold statement in the plant-based food space, the campaign featured a pop-up food truck at Nytorget where people were dared to try the #HumanMeatPlantBasedBurger, highlighting the brand’s commitment to innovation and sustainability with a playful twist. The campaign’s tagline, paired with the disclaimer that no humans were harmed in the making of the burger because it’s entirely plant-based, effectively married humor with a strong ethical message, sparking conversation around plant-based eating in a seasonal context. Using a multimedia approach that included a single impactful film asset, the campaign harnessed the cultural moment of Halloween to maximize engagement and brand recall. Overall, this initiative successfully positioned Oumph! as a daring and creative leader in the food industry, reinforcing its brand identity through witty, attention-grabbing storytelling and experiential marketing tactics that resonated with a socially conscious and adventurous audience.

Credits

Client

Oumph!

Agency

MullenLowe Group, LOLA MullenLowe, Madrid, Spain

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Campaign Proposition

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Creative Device

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