Advertising agency LOLA MullenLowe were behind the marketing campaign, and said its aim was to “convince” meat-eaters that plant-based food could “replicate the taste of any meat”.
Tomas Ostilglia, Creative Director at LOLA MullenLowe, added: “And of course, a solution was to make a tasty plant-based human meat burger.”
The advertising campaign won Silver Prize at the Cannes Lions Festival – a prestigious international creative marketing award and festival.
Anders Linden, co-founder, corporate chef and head of innovation at Oumph! said: “Developing a plant-based burger that tastes of human meat was exciting, and a little bit scary, and then for this campaign to win in Cannes is incredibly exciting!
“We developed this burger in no time as soon as we knew what taste and texture we were after. This is our ultimate and weird way of showing that it’s possible to create any type of food by using just plants.”
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