A European plant-based faux meat food company has turned to cannibalism with their latest product — but don’t worry, it’s all plants!
Oumph! is based in Sweden, and they developed the Human Meat Plant-Based Burger, which the company claims tastes just like human flesh, for the curious and thrill-seekers alike.
“We developed this burger in no time as soon as we knew what taste and texture we were after,” Oumph! Co-Founder Anders Linden said in a YouTube video advertisement. One has to wonder how the company figured out the taste and texture they were looking for in the product.
They put out the burger just in time for Halloween 2021, and set up shop in a food truck in Stockholm, Sweden to serve what they describe as the “scariest plant-based food ever.”
Oumph! leaned into the creepy factor of the product, releasing a 45-second advertisement for the meatless human burger. It showcased an ominous voiceover while scenes that could have come from a horror film play out, with a touch of comedy: a tomato is squeezed and explodes at one point in the ad, and an actor tears a leaf of lettuce from a meat hook near the end.
At the end of the ad, the company asks: “Do you dare to taste it?”
The original concept for the burger ad campaign came from LOLA MullenLowe, who have stated that they want to “convince meat-lovers, vegetarian or not, that their plant-based products can in fact replicate the taste of any meat,” according to a press release put out by Oumph!.
“And of course, a solution was to make a tasty plant-based human meat burger,” said Tomas Ostilglia, Creative Director at LOLA MullenLowe.
The ad campaign won a Silver Prize at Cannes Lions Festival, which is an international festival for the creative marketing community.
“I am incredibly proud of this award and the great teamwork behind it!,” said Henrik Åkerman, Global Brand Leader at Oumph!. “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.”
The meatless burger is made of soy, mushrooms, and wheat protein, as well as “plant-based fats and a mysterious spice mix.”
In the advertisement for the fake human burger, Oumph! said, “No humans were injured in the development of this product.”