LOLA MullenLowe and Oumph! Launch ‘Adopt a Carnivore’ for Veganuary 2022

25 January 2022


Oumph!, the award-winning Swedish plant-based brand, launched a new campaign challenging plant-based consumers to adopt a carnivore for Veganuary. “Adopt a Carnivore” features a range of advertising campaigns, as well as social media and high-profile celebrity collaborations, and will run through a number of countries where Oumph! has a strong presence, including Sweden, United Kingdom, Germany, Netherlands, South Africa and Australia.

“We love to challenge vegans to adopt a carnivore, feeding them our plant-based delicious options. We are keen to develop campaigns that will make the difference while doing it in an innovative and funny way,” says Tomás Ostiglia, Executive Creative Director at LOLA MullenLowe.

In the UK, as part of the campaign, Oumph! is collaborating on a social media campaign with Welsh endurance athlete, vegan chef and Veganuary ambassador Mathew Pritchard, AKA Dirty Vegan, who is adopting his carnivore friend, skateboarder and BBC Radio Presenter & DJ James Threlfall MBE.