Oumph! - Global

Back when of plant-based meat was at its height, the category wasn't fighting for share, it was fighting for growth.

The goal was to bring in the dabblers, the curious, the "flexi", the wanderers, the skeptics and the indifferent.

In short. Anyone but the vegans and the veggies. The converted.

Oumph! was a challenger brand not just in size, but in positioning. It was a brand for carnivores. In a category that was the epitome of virtue signaling, Oumph! was the black sheep.

The challenge: With a small budget, and a countercultural spirit (in plant-based terms), we had to find a way to cut through.

The vision: To get the most radical carnivores to try the most radical plant-based meat.

The solution: Meat that tastes like humans.