Beyond Meat and La Vie, two leading plant-based food companies, have announced a new partnership following a playful exchange on social media. The brands, which focus on plant-based meat alternatives, have come together to promote animal welfare and encourage consumers to explore plant-based options through a joint marketing effort.
“The brandmance between La Vie and Beyond Meat is only just getting started”
The collaboration includes the launch of Beyond Meat’s “All Taste, No Worries” campaign, which features Barbara the cow. This campaign follows a similar approach to La Vie’s “Relax, it’s plant-based” campaign, which showcased Leon the pig. Both advertisements center on a scenario in which a person prepares a meaty dish, only for the animal typically associated with that meat to appear anxious. The twist comes when the viewer learns the meal is actually plant-based, aligning both brands’ messaging around the benefits of choosing plant-based products.
Rob Bennett, general manager EMEA at Beyond Meat, explained, “We’re really excited to be launching our new ‘All Taste, No Worries’ campaign, which spotlights the importance of animal welfare. We’ve loved working together with La Vie – their plant-based bacon is the perfect complement to our Beyond Burger. Together, we can inspire more people to try great-tasting plant-based meat, no sacrifice required.”
New burger collaboration
To mark the collaboration, Beyond Meat and La Vie have introduced the Beyond La Vie Burger. This plant-based creation combines a Beyond Meat patty with La Vie’s smoked bacon, served in a toasted bun. The product is available at major UK retailers such as Sainsbury’s, Tesco, Waitrose, and Ocado.
Additionally, consumers can experience the combination at Honest Burger in their Bacon Plant 2.0 offering. Fans of the brands are also encouraged to follow La Vie’s UK Instagram page for the chance to win limited edition items and Beyond La Vie burger boxes.
Romain Jolivet, CMO of La Vie, noted, “As a society, we need to rethink how we eat meat. Joining forces with Beyond Meat is a great opportunity to show everyone just how delicious our plant-based meat can be. The brandmance between La Vie and Beyond Meat is only just getting started.”
