La Vie™, the innovative French plant-based food brand, is once again shaking up the plant-based scene by turning London pink this spring in celebration of its delicious ham alternative. After a successful debut at Tesco and Ocado earlier this year, La Vie has quickly become one of the top 3 plant-based ham brands sold in Tesco – now offering its game-changing products to an even wider audience with its most recent launch into Waitrose stores nationwide. To celebrate this milestone, La Vie has unleashed a 360 activation, featuring a quirky OOH campaign that’s sure to make London blush!

La Vie is celebrating its mouthwatering plant-based ham by making waves in one of the UK’s most ham-centric cities, home to iconic locations such as Fulham, West Hamstead, and Buckingham Palace. The plant-based food brand is inviting Londoners to savour the world of plant-based ham with a big smile on their face and a bit of grease on their fingers, all while demonstrating to the pork-loving city how simple it is to switch to plant-based options. Recognisable London black cabs have been spotted sporting the brand’s signature pink hue, informing passengers about the new ham-inspired spots, which have been injected with La Vie’s Plant-Based Ham to read ‘This cab goes to BuckingPlant-Basedham Palace’. The campaign showcases to Brits that incorporating plant-based choices into their journey leads to the same destination and taste, while being better for the planet, their health, and of course, the piggies.

Meanwhile, a captivating series of billboards across the country featuring eye-catching visuals and cheeky slogans like “For those who love animals, the planet and kids having a future but can’t give up ham sandwiches” aims to spark lively conversations about the significance of plant-based alternatives in our diets. As the OOH campaign unfolds, it promises to ignite excitement and inspire discussion, all while offering Brits a delicious pork alternative for those who love meat but prefer life – because who says you can’t enjoy your ham and save the piggies too?

Romain Jolivet, Chief Marketing Officer at La Vie, commented, “Our latest OOH campaign invites consumers to embrace the delectable world of La Vie Plant-Based Ham with a playful spirit and a nod to sustainability. As iconic London cabs are recreated with our signature pink hue and cheeky billboards captivate audiences nationwide, we aim to ignite conversations about the future of food and the possibilities of plant-based living. We have plenty more surprises in store this summer to inject our plant-based products into the country, so keep your snouts peeled!”

La Vie’s Plant-Based Ham, developed over five years, offers a taste, smell, and texture that rivals traditional ham – minus the oinks. Available in regular and smoked varieties, this innovative product is completely pig-free, made from a blend of pea protein, soy protein, radish juice concentrate, potassium acetate, salt, natural flavourings, and vegan lactic acid. Packing an impressive 19.5g of protein per 100g, it not only outshines traditional pork ham in nutrition but also contains five times less saturated fat. La Vie’s commitment to health, animal welfare, and sustainability shines through in every bite with the brand paving the way for a promising future in the plant-based industry.

Nicolas Schweitzer, the visionary CEO behind La Vie™, expressed his enthusiasm for the brand’s expansion into Waitrose, stating, “The overwhelming success of our Plant-Based Ham at Tesco and Ocado propelled us forward, reaffirming the demand for exceptional alternatives in the market. Our partnership with Waitrose marks a significant milestone in our mission to redefine the culinary landscape, offering consumers a truly sumptuous and sustainable choice. We are thrilled to embark on this new chapter and bring a touch of La Vie’s French flair to Waitrose.”

And the excitement doesn’t stop there! La Vie is also gearing up for an exhilarating food truck tour this summer, where mouthwatering ham sandwiches will be offered free of charge across London, Bristol and Brighton. Serving the nation, the exquisite taste of La Vie’s Vegan Ham, will reaffirm to pork-loving Brits that the country’s most popular sandwich can be just as delicious and even more satisfying.

La Vie’s collaboration with Waitrose underscores its commitment to providing premium plant-based options, championing conscious eating and sustainable choices. The brand’s expansion marks a momentous leap forward in its mission to revolutionize the food industry and become the largest pork brand on Earth by 2050, without hurting a fly.

For more information on La Vie™ and their arrival in the UK, please visit: www.laviefoods.com or follow on social @laviefoods.uk.