Oumph!


8 /10 Unusual Approach

Most vegan companies typically market their products, such as by highlighting the health benefits of plant-based foods. In many cases, they also turn to aggressive campaigns against animal farms.

Oumph! decided to tap into an unusual route to convert people to veganism.

During Halloween 2021, the company served what they referred to as “the scariest food” from a food truck in Stockholm. It was scary for two reasons: Halloween and the food was supposed to taste like human flesh.





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7 /10 No Humans Were Harmed

The video ads for the meat feature horror-style cinematography with dark scenes, scary music, and heavy voiceover. It is set in a dim hallway where someone is preparing meat.

Rows of knives appear, followed by a caption reading “plant-based human meat” on screen.

The video looks like an opening scene for a Saw movie or a mad scientist doing some Frankenstein-style experiment.

The tongue-in-cheek voiceover also leaned into a cannibalistic angle. Thankfully, it says that no humans were harmed in making the meat.





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