More than 7,2 billion in world-wide reach for Oumph!’s disruptive award-winning Plant-based Human Meat campaign

Last month the iconic Swedish plant-based Oumph!, which is one of LIVEKINDLY Collective’s brands, won a Silver Brand Experience and Activation Lion at Cannes Lions Festival for their disruptive Plant-based Human Meat campaign, which was created by LOLA MullenLowe, Madrid and launched in Sweden last Halloween.

The news Oumph!’s Plant-based Human Meat Burger has taken a life of its own in media worldwide and social media! To date more than 7,2 billion in reach and published in thousands of news and lifestyle media, radio broadcasts, blogs and social media world-wide, including the United Kingdom, USA, Germany, France, India, China - and many, many more - as well as trending on social media.

Some comments were curious about how on earth Oumph! could know that the burger tasted of human meat.

“We don’t, of course, know what human meat tastes like – but for this creative campaign we wanted to demonstrate that it’s possible to create any type of food by using just plants”, says Anders ‘Ankan’ Linden, Oumph! Co-founder, Corporate Chef and Head of Innovation.

The Oumph! plant-based Human Meat burger was served for one night only, at a Halloween event in Stockholm, Sweden. The burger contained mostly soya, mushrooms and wheat protein as well as plant-based fats and a mysterious spice mix. *

Henrik Åkerman, Global Brand Leader at Oumph! comments the success of the campaign and the enormous media buzz it’s created on a world-wide scale, with a reach of more than 7,2 billion:

"I am incredibly proud of this award and the great teamwork behind it! Our mission is to change how people eat, and it is our duty to use creativity as a tool to make this change happen. As a small brand we need to be bold and ready to push some boundaries to break through, and I think this campaign is a good example of us doing just that”.

* No humans were injured in the development of this product.

About Oumph!

Oumph! is an award-winning, plant-based brand from Sweden. Since its launch in 2015, Oumph! has become a favourite with a wide audience, including families, millennials, foodies, chefs, meat reducers and fast-food loving flexitarians.

A range of Oumph! products are available across the Nordic countries, United Kingdom, Ireland, Germany, Netherlands, South Africa and Australia.

Previous awards for Oumph! include: 'Food Product of the Year' - Food Matters Live, UK (2019), 'Best Vegan Meat' - PETA UK (2019 and 2021), 'Best Plant-Based Product' and 'Best Streetfood Brand' - World Food Innovation Awards (2019) and 'Best Brand' - World Food Innovation Awards (2021).

About LIVEKINDLY Collective  

LIVEKINDLY Collective was founded on the belief that plant-based alternatives have the power to make the global food system sustainable.  

Its mission is to make plant-based living the new norm.  

As a collective of founders, entrepreneurs and business leaders from across the globe, LIVEKINDLY Collective is uniquely positioned to create impact with speed, at scale.     

Through its portfolio of food brands LikeMeat, The Fry Family Food Co., Oumph!, The No Meat Company, and The Dutch Weed Burger, LIVEKINDLY Collective is providing consumers around the world with sustainable, delicious food options.     

LIVEKINDLY Collective has over 500 employees and sells products in more than 40 countries around the world. To learn more, visit www.thelivekindlyco.com