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The iconic Swedish plant-based food brand Oumph! has won a Silver Brand Experience and Activation Lion at Cannes Lions Festival. Oumph!’s disruptive Plant-based Human Meat campaign was created by LOLA MullenLowe, Madrid and was launched in Sweden last Halloween.

Oumph! is the only plant-based brand winning the category which honours creative brand building through experience and customer engagement. Oumph! was one of 1,919 entries that were received in this category this year by Cannes Lions Awards, the global benchmark for creative excellence. 

“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”, says Henrik Åkerman, Global Brand Leader at Oumph! 

Tomas Ostiglia, Executive Creative Director at LOLA MullenLowe comments:  

“The bravery of launching a risky idea that is 100% on brand is always rewarded. First, for the audience and second, but no least, for the industry. 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, a solution was to make a tasty plant-based human meat burger.” 

The winning campaign 

On the eve of Halloween 2021 the plant-based food company, Oumph!, invited Stockholmers to a rather unusual event. The curious and fearless get a chance to try the world’s first plant-based burger resembling human meat.*  

The winning campaign 

By creating this special edition burger Oumph! wanted to prove that it is possible to produce plant-based products that taste like any meat and are exciting to try. 

Anders ‘Ankan’ Linden, Oumph! Co-founder, Corporate Chef and Head of Innovation comments the Cannes win: “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.” 

The Oumph! plant-based Human Meat burger contained mostly soya, mushrooms and wheat protein as well as plant-based fats and a mysterious spice mix.  

The iconic Swedish plant-based food brand Oumph! has been adding rock’n’roll to plant-based products and meat alternatives since 2015. Their range consists of classic meaty products made of plants, such as meatballs, spareribs, sausages and, the recently launched in the UK and Sweden, döner kebab. 

*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). 


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