In a ground-breaking move for the plant-based food industry, French vegan brand La Vie™ has launched a bold new campaign encouraging collaboration over competition — and it’s already gaining traction. The campaign, which stars Léon the rescue pig, invites other vegan brands to “copy” its now-viral TV spot in a playful but powerful push for unity within the category.
This unconventional initiative comes as part of a broader collaboration between La Vie and fellow plant-based pioneer Beyond Meat®, whose latest campaign features Barbara the cow — another emotionally resonant character designed to challenge traditional narratives around food and animal welfare.
What makes La Vie’s campaign stand out is it’s open invitation to the wider vegan community: take the ad, swap in your own product and animal, and make it yours. Through a downloadable “waiver” crafted by Albert Albert Creative Studio, La Vie offers any vegan brand — “in the UK, and further afield” — the green light to reinterpret its ad in their own voice.
“This campaign was never meant to stay ours,” said Romain Jolivet, Chief Marketing Officer at La Vie. “It’s a visual that makes people stop, smile, and think. When we saw Beyond Meat had been playing with the same idea, we realised something bigger was happening — and we had the opportunity to turn it into a movement.”
The cross-brand synergy was sparked when both companies, unbeknownst to each other, launched similar campaigns that featured real animals as central storytellers. Recognising the alignment, La Vie and Beyond Meat chose to join forces — amplifying the message through collaboration rather than competition.
Rob Bennett, General Manager EMEA at Beyond Meat, shared his thoughts on the collaboration with La Vie, stating:, “Our collaboration with La Vie underscores our shared commitment to animal welfare and making better food choices. By combining our great tasting plant-based burger with their innovative plant-based bacon, we’re offering consumers a delicious meal that aligns with their values.”
Early adopters of the campaign include vegan heavyweights THIS™, Juicy Marbles, and Heura, with more brands expected to follow suit. Each brand will interpret the ad in their own way — embracing creativity, mischief, and a unified message that resonates across the plant-based landscape.
“These aren’t just ads,” added Jolivet. “It’s about a shared message and common purpose. In a world of noisy claims, La Vie’s waiver campaign and our broader collaboration with Beyond Meat are proof that great minds really do think alike — and stronger still when they work together.”
As the campaign gains momentum, it marks a refreshing shift in how plant-based brands show up in the world: less as rivals, and more as co-creators of a better food future.
Watch the ad, meet Léon the rescue pig, and download the waiver at: La Vie Waiver Campaign
