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A vegan burger with a marketing campaign claiming that the patty tastes like “human meat” has won an award at this year’s Cannes Lions Festival of Creativity.
The “Human Meat Burger,” advertised in October 2021 for Halloween, was created by Swedish plant-based food brand Oumph and won a Silver Brand Experience and Activation Lion at the festival on Thursday. The ingredients consist of soya, mushrooms, wheat protein, plant-based fats, and “a mysterious spice mix,” Oumph announced in a press release.
“I am incredibly proud of this award and the great teamwork behind it!”, said Henrik Akerman, Oumph’s global brand leader. “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.”
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People were invited to eat the burger in Stockholm for Halloween this year, according to an advertisement. Anders “Ankan” Linden, the co-founder and head of innovation at Oumph, described the development process of making the human-flavored plant meat “exciting, and a little bit scary,” and he said the burger is the brand’s “ultimate and weird way” to prove any meat can be created with plants.
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The food brand has assured those questioning the creation of the burger that “no humans were injured in the development of this product.”
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Oumph was one of 1,919 entries received in the Silver Brand Experience and Activation Lion category this year and was the only plant-based brand winning the category.
