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July 2, 2022
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VEGAN BURGER HYPED FOR TASTING LIKE ‘HUMAN MEAT’ WINS AWARD

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Emily Lefroy


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Back to Reading
June 28, 2022 4:22pm
Updated
June 28, 2022 5:15pm
At Oumph, we turn plants into any mouthwatering
Halloween commercial for Oumph! in October 2021


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MORE ON: BURGERS


 * WENDY’S BURGER SECRET THAT’S BAD NEWS FOR CHILI FANS


 * WISCONSIN MAN EATS HIS WAY TO GUINNESS WORLD RECORD WITH DAILY BIG MACS FOR
   50 YEARS


 * 2-YEAR-OLD ORDERS 31 CHEESEBURGERS ON DOORDASH AFTER TAKING MOM’S PHONE


 * TGI FRIDAY’S ARGUES YOU’RE EATING BURGERS INCORRECTLY

If you’ve ever had the desire to taste human flesh, you’ve now got a chance to
give it a whirl between buns.

Swedish plant-based food brand Oumph! created the unusual flesh-flavored burger,
which won a Silver Brand Experience and Activation Lion at the Cannes Lions
Festival of Creativity last week.

If you’re concerned the special-edition bizarre “meat” may not be realistic
enough, do not fear — a spokesperson said they’ve done their best to make sure
it’s as lifelike as possible, crafting it from soya, mushrooms and wheat protein
as well as plant-based fats and “a mysterious spice mix.”

Despite the apparently eerie similarity to human flesh, the spokesperson assures
“no humans were injured in the development of this product.”

The advertisement — released on Halloween eve in 2021 — shows a dimly lit
hallway with a figure walking towards a doorway, cutting between clips of a cook
preparing some meat and rows of knives before “plant-based human flesh” flashes
up on the screen, as well as “be scared” and “relax” before daring viewers to
taste it.

The burger won silver at Cannes Lions Festival last week.@Oumph!

“I am incredibly proud of this award and the great teamwork behind it. Our
mission is to change how people eat, and it is our duty to use creativity as a
tool to make this change happen,” said Henrik Åkerman, global brand leader at
Oumph!.

“As a small brand we need to be bold and ready to push some boundaries to
breakthrough, and I think this campaign is a good example of us doing just
that,” he said.

Tomás Ostiglia, executive creative director at creative agency LOLA MullenLowe,
said a problem with selling plant-based products was people often said they
don’t replicate the taste of meat very well.

“A claim most are tired of hearing and even more tired of being disappointed
by,” he said. “And of course, a solution was to make a tasty plant-based human
meat burger.

“The bravery of launching a risky idea that is 100% on-brand is always
rewarded,” Ostiglia added.

Oumph! co-founder, corporate chef and head of innovation Anders Linden said
developing a plant-based burger that tastes of human meat was “exciting, and a
little bit scary.”

41
What do you think? Post a comment.

“We developed this burger in no time as soon as we knew what taste and texture
we were after,” Linden explained.

“This is our ultimate and weird way of showing that it’s possible to create any
type of food by using just plants.”


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Filed under
 * burgers
 * Food
 * vegan
 * vegetarian
 * 6/28/22

Read Next Passenger ripped for insensitive airport line-cutting hack...


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