La Vie: “We See La Vie Becoming the Largest Pork Brand in the World, Without Touching a Single Pig”
After 17 years at Danone, Romain Jolivet landed at what was then called 77 Foods, and went on to become the marketing extraordinaire behind the pioneering French vegan pork brand we now know as La Vie. Less than two years later, La Vie’s bright and bold advertising campaigns have brought the game-changing bacon onto shelves around Europe and onto mainstream menus in several food service locations, famously including Burger King amongst many others. We were excited to finally catch up with Romain, who says of the disruptive advertising: “…our “competitor”, the meat industry, is a giant against whom we cannot fight without being bold and accepting taking some risks.” First of all congratulations on a phenomenal first year or so of business – what an …
