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. And of course, our solution was to make a tasty plant-based human meat burger.

“A Little Casual Cannibalism”

Results

· €3.1 Million Earned Media
· +400% Top of Mind Awareness

· Became Fastest Growing Brand in Category

Awards

· Silver Cannes Lion for Brand Experience & Activation