La Vie has launched a creative collaboration initiative that invites other plant-based brands to participate in their recent marketing campaign, allowing them to download and reuse a television ad that was originally created by La Vie, featuring a rescue pig named Léon. Beyond Meat jumped on board soon after, creating a similar ad campaign with Barbara the cow. The ad can be adapted by other companies, swapping in their own products and animals of choice.
“These aren’t just ads. It’s about a shared message and common purposes”
The campaign’s unique approach encourages cross-brand collaboration in a category often defined by competitive marketing tactics. Rather than working in isolation, La Vie and Beyond Meat have aligned their campaigns, both aimed at promoting animal welfare and encouraging consumers to make more informed food choices. Each brand involved is invited to reinterpret the ad.
Turning the campaign into a movement
Romain Jolivet, chief marketing officer at La Vie, explained the idea behind the campaign: “This campaign was never meant to stay ours. It’s a visual that makes people stop, smile, and think. When we saw Beyond Meat had been playing with the same idea, we realized something bigger was happening — and we had the opportunity to turn it into a movement.”
Beyond Meat’s own campaign also addresses the role of animals in plant-based food. The parallel messaging in both ads led to a natural collaboration, bringing together two leading brands with similar objectives. Rob Bennett, general manager EMEA at Beyond Meat, expressed his thoughts on the partnership: “Our collaboration with La Vie underscores our shared commitment to animal welfare and making better food choices. By combining our great-tasting plant-based burger with their innovative plant-based bacon, we’re offering consumers a delicious meal that aligns with their values.”
An invitation for other brands to participate
La Vie’s invitation to other vegan brands to participate in the marketing campaign comes with a downloadable “waiver,” inviting brands from the UK and beyond to take part in the initiative, allowing them to repurpose the ad for their own products.
The campaign has already garnered interest from other plant-based companies such as THIS™, Heura, and Juicy Marbles. These brands, along with others expected to join in the coming weeks, will reinterpret the ad through their own creative perspectives.
For La Vie, this effort is more than just a marketing campaign; it is a statement on the potential for solidarity within the plant-based industry. Jolivet explained, “These aren’t just ads. It’s about a shared message and common purpose. In a world of noisy claims, La Vie’s waiver campaign and our broader collaboration with Beyond Meat are proof that great minds really do think alike — and stronger still when they work together.”
