French brand La Vie has launched its first-ever TV campaign today, coinciding with World Animal Day, aiming to spark a nationwide conversation about animal welfare and meat consumption.
Using the brand’s bold and tongue-in-cheek marketing, the ad invites viewers to consider plant-based options for better health, sustainability, and ethical reasons.
“La Vie’s new ad shines a spotlight on pigs, who are incredibly intelligent, curious, and sensitive animals”
The 40-second spot is an emotional journey for viewers. Both suspenseful and humorous, it creates tension as a man prepares a ham sandwich while a piglet watches. When the man eats the sandwich, deep, unblinking gazes are exchanged between them, only to reveal, at the very end, that the ham is plant-based, leading to relief and delight.
PETA has endorsed the campaign, highlighting its alignment with animal welfare principles. Léon the pig, the star of the campaign, was rescued and now lives in Brittany among other rescued peers. According to La Vie, Léon was comfortable on set with the presence of a veterinarian and behaviorist expert.
Dawn Carr, Vice President of Vegan Corporate Projects at PETA, commented, “La Vie’s new ad shines a spotlight on pigs, who are intelligent, curious, and sensitive individuals with preferences and personalities. It’s desperately sad that most people know more about how pigs taste than about who they are. By showing that Léon is someone, not something, the ad makes the connection between living, feeling animals and the food on our plate. We hope it inspires people to choose vegan next time they visit their local supermarket.”
“A kinder, healthier way of eating”
La Vie’s plant-based ham, made with pea and soy protein, radish juice concentrate, and other natural ingredients, is said to mimic the taste, smell, and texture of traditional ham. It offers 19.5g of protein per 100g and five times less saturated fat than pork ham, and it’s described as a nutritionally superior choice.
In the UK, the French brand launched an advertising campaign this May to celebrate the success of its plant-based ham, which ranked as one of the top three plant-based ham brands sold at Tesco.
Besides ham, the plant-based pork company has launched bacon, lardons, a range of plant-based club sandwiches, and recently meatballs, saving, according to the company, the lives of approximately 300,000 pigs and more than 6,000 tons of CO2. Its products are available at 8,200 partner stores and restaurants across Europe, including Burger King. The French company has raised €45 million to become the largest pork brand without touching a pig.
Romain Jolivet, CMO of La Vie, shared, “World Animal Day offers the perfect moment to ask consumers to reflect on how their food choices can impact animals.
“Ultimately, it’s more than just a captivating story; it’s a beacon of hope for plant-based alternatives, encouraging viewers to make the leap and embrace a kinder, healthier way of eating. The true impact of this film will be measured not only by its ability to entertain but by its potential to spark meaningful change for both humans and animals alike.”
The ad has premiered across La Vie’s social media and will also launch at cinemas.
