This Brand Aims to See the Funny Side of Plant-Based Food

Inside Peas of Heaven's first campaign

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The serious mission to develop plant-based food to replace meat has weighed heavily on the marketing of some brands emerging in the sector. However, Peas of Heaven has chosen to employ humor in its latest campaign.

Peas of Heaven is a plant-based food startup based in Gothenburg, Sweden that produces a meat-free portfolio including chorizos, bratwursts, kabanos and hot dogs, as well as burgers and fried products like nuggets, schnitzel, chili cheese and fish sticks.

The company has released its first ever brand campaign through Forsman & Bodenfors titled “The Field,” which shows standard meaty foods such as burgers, meatballs and sausages growing in fields alongside the main source of protein for Peas of Heaven’s own products—the green pea.

To the calming strains of pan pipes playing, a man horizontally floats through a field collecting the plant-based products along the way before the farmer waiting on the sidelines informs the viewer that “all your...



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