Why a plant-based brand decided to replicate the flavor of human meat.
The plant-based category is at its peak, it seems like every day a new brand pops up. And as a small Swedish challenger brand, Oumph! had to convince meat-lovers, vegetarian or not, that their plant-based products can in fact replicate the taste of any meat.
A claim most are tired of hearing and even more tired of being disappointed by. So of course, our solution was to make a tasty plant-based human meat burger.
“A Little Casual Cannibalism”
· €3.1 Million Earned Media
· +400% Top of Mind Awareness
· Became Fastest Growing Brand in Category