The vegan burger wins the award – because it tastes like human flesh – Panorama

– The Swedish brand Oumph! received an award for a hamburger variant: it should taste like human flesh. The interesting thing: the burger is completely vegan.

uff! is a Swedish brand that produces purely plant-based foods. At the Cannes Lions Festival of Creativity, a brand burger was awarded a Silver Brand Experience and an Activation Lion Award. The curious thing about the hamburger: the “meat” is supposed to taste like human flesh.

A spokesperson for the brand said that when creating the burger, the staff did their best to ensure the most realistic taste possible. The burger is made up of a combination of soy, mushroom and wheat proteins, vegetable fats and a “mysterious blend of spices”.



To appease curious but worried prospects, he also confirmed that “no one was hurt in the development of the product”.

Proud of the award

Henrik Åkerman, Global Brand Manager, is extremely proud of the award. “Our mission is to change the way people eat and it is our duty to use creativity as a means to make that change.”

The Executive Creative Director of creative agency LOLA MullenLowe, Tomás Ostiglia, also praised the campaign: “The courage to come up with such a risky idea that matches your brand 100% is always rewarded.”

Incidentally, the burger launched on Halloween last year.

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