LOLA MullenLowe & Oumph!: Try the taste of human meat?

LOLA MullenLowe: Oumph! Invites people to try a human meat burger this Halloween

OK, it’s plant-based human meat. But you want to try it too, don’t you? Oumph! is a plant-based brand born in Sweden that is expanding throughout Europe. Oumph! Says that can mimic the taste and experience of any meat using only plant-based ingredients.

Yes, even human meat. The fiendishly bold campaign is by LOLA MullenLowe.

Tomás Ostiglia, executive creative director at LOLA MullenLowe stated, “When you have a badass plant-based brand and a brave client, it really is possible to do something as crazy as launching a Human Meat burger for Halloween.”

LOLA MullenLowe & Oumph!: Try the taste of human meat?

The curious task of creating the plant-based recipe was led by Ankan “The Duck” Linden, product developer, co-founder and chef at Oumph!

“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 eat both plant-based and sustainable,” Linden commented.

“This Halloween, we really wanted to push some boundaries to show that we can make plant-based products that resemble any kind of meat. For us, the most human way of having a burger is a plant-based one,” added Henrik Åkerman, global brand lead at Oumph!.

Anyone who is in Stockholm next Saturday October 30, Halloween Eve, is invited to find out how tasty this plant-based human meat burger is. The special edition burgers will only be available at Nytorget at 22.00 (“because otherwise it would be creepy”)

Oumph! answers your questions (including how do you know what human meat tastes like):

  • Why have you created a burger that tastes like human flesh?

Since we have the expertise and knowledge to create plant-based products that taste like any kind of meat, we wanted to try to push the boundaries. We challenged ourselves by creating this fun and a bit scary burger that tastes like human flesh for Halloween.

  • What do you want to achieve with this activity?

This Halloween we wanted to push the boundaries and create a buzz around the possibilities with plant-based alternatives. We want to show that you can make plant-based taste like any meat and that Oumph! is a great alternative for those who wish to eat more sustainably.

LOLA MullenLowe & Oumph!: Try the taste of human meat?

  • How do you know what human meat tastes like?

We have conducted countless hours of research to understand what texture and taste we wanted.

The overall perception is that human flesh tastes like pork but with the texture of beef.

  • Are people who eat meat and cannibals the same?

Absolutely not. We want to show in a humorous and scary way that we can make plant-based products taste like any meat.

  • In some cultures, human flesh is consumed. Are you mocking those cultures? No, we do not. With this burger, we want to show that it is possible to produce plant-based products that can taste like any meat and that Oumph! is a good alternative for those who want to eat more sustainable.
  • What if people want more? Do you encourage eating human flesh?

We do not encourage anyone to eat any kind of meat. On the contrary, we want to be able to offer plant-based alternatives to meat. Clearly, meat has a texture and taste that people demand. We can meet that demand with our products.

  • Will you continue to produce this burger that tastes like human flesh after this activity?

No, we won’t.

  • Why do you want to serve something similar to meat when you do not want people to eat it? (not related specifically to this campaign).

A lot of people like the texture and taste of meat. The easiest way to make people eat more sustainable food is to mimic the food that people like and make it easier for them to cook their favourite dishes as usual. 

  • What has the process been like?

The process has been relatively smooth. As soon as we knew how human meat tasted, it did not take long to produce the burger. The most difficult part was the research, which at times felt uncomfortable and strange.

LOLA MullenLowe & Oumph!: Try the taste of human meat?

  • How do you make a burger that tastes like human flesh?  

It is all about texture and taste. We have conducted countless hours of research and as soon as we knew what taste we were after we developed the burger in no time.

(If the journalist is eager to know more about the taste)

The overall perception is that human flesh tastes like pork but with the texture of beef.

  • What ingredients does the burger contain?

Soy, mushrooms, wheat protein as well as various fats, spices, and aromas.

  • Is it really better to eat soy than locally produced meat?

The largest proportion of soy today is used for animal feed. The expansion of soybean farms in our rainforests is a direct effect of the expanding meat production. In order to feed a growing population, we believe in shortening the chain from crops to our dining tables. In addition, we only use soy from Donau.

  • What is served with the burger?

Common sides such as bread, plant-based cheese, ketchup, dressing, tomatoes, onion, jalapenos, and salad.

  • Will the burger be available for purchase in stores? Can you make it at home?
    Absolutely not. The burger will be available to taste at Nytorget i Stockholm between from 22.00 Saturday night, October 30. It will not be possible to make it at home.

Credits:

Client: LIVEKINDLY Collective (Oumph!)
Chief Marketing Officer The LIVEKINDLY Collective: Mick Van Ettinger
Global Brand Lead Oumph!: Henrik Åkerman
Global Brand Manager Oumph!: Linda Arnason
Nordic Brand Manager Oumph!: Elisabeth Samuelsson
Chef Oumph!: Anders Ankan Linden

Agency: LOLA Mullenlowe (Madrid)
Executive Creative Director: Tomas Ostiglia
Creative Directors: Kevin Cabuli & Jorge Zacher
Senior Copywriter: Germán Rivera Hudders
Senior Art Director: Diego Vieira
Art Director: Ezequiel Scarpini
Graphic Designer: Yan Graller
Managing Director: Tom Elliston
Head of Planning: Lucas Rodriguez
Account Director: Óscar Fernández
Head of Production: Felipe Calviño
Head of PR & Comms: Saskia van Liempt

Production House: Landia
Director: Milton Kremer
Executive Producers: Nico Cabuche & Marta Martínez
DOP: Miguel Roldán
Producer: Alberto Lopez
Production Director: Cris Galán
Production Design:David Fernández

Editor: Pau Luzón
Post Production: Julian Coppola
Stylist: Marga Vázquez
Music: Aimar Molero

LOLA MullenLowe & Oumph!: Try the taste of human meat?

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