Plant-based ‘human meat’ burger ad wins award

A Swedish food brand has debuted a patty they claim tastes like people..

An ad for a plant-based burger flavored to mimic human meat won an award at the Cannes Lions Festival of Creativity last week – though it’s unclear who would be able to judge the vegan patty’s similarity to the real thing.

Swedish vegan food brand Oumph!’s Halloween-themed ad for its human-burger took home the festival’s Silver Brand Experience and Activation Lion on Thursday. Boasting that Oumph! “turn[s] plants into any mouth-watering meat you can imagine,” the ad, replete with bloody knives and other horror-movie imagery, revealed the brand was about to “bring you the scariest plant-based food ever – plant based human meat.”

A spokesperson for the company, which manufactured the delicacy from soy, mushrooms, wheat protein, plant-based fats and a “mysterious spice mix,” insisted “no humans were injured in the development of this product.”

The burger was only available in Sweden for Halloween 2021, according to the ad – “because otherwise it would be creepy” – and it’s unclear whether the Cannes judges had the opportunity to sample the merchandise, let alone compare it to the real thing.

Created by ad agency LOLA MullenLowe, Madrid, the video spot beat out 1,918 other entries to win in its category. In a press release following their win, the company’s Executive Creative Director Tomas Ostiglia explained that “the plant-based category is at its peak,” meaning 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.”

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