Oumph! Adopt a Carnivore

Oumph! Tells Vegans to ‘Adopt a Carnivore’ This Veganuary

CHALLENGE: To create a campaign to invite people to join Veganuary trying Oumph! Products. 

«We would like to invite everyone curious to try a plant-based diet with enthusiasm and encouragement, rather than making demands of them or pointing guilty fingers. We all know of that curious colleague who stares into your lunchbox, that sister who’s interested but too lazy to try, or that grandma who wonders what this new plant-based food is all about. Why not adopt them. Or get adopted yourself.

«The idea behind Adopt a Carnivore is that it’s more likely that people take on a challenge like Veganuary if they do it in collaboration with a friend,» says Henrik Åkerman, global brand lead at Oumph! and head of marketing at LIVEKINDLY Collective Nordics.

Tomás Ostiglia, executive creative director at LOLA MullenLowe, the agency behind the campaign, says: “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.”

Adopt a Carnivore features a range of advertising campaigns, social media, and high-profile celebrity collaborations. It will be running throughout Veganuary in many different countries where Oumph! It is present, including Sweden, the United Kingdom, Germany, Netherlands, South Africa, and Australia.

«January is the perfect month to try plant-based food,» says Anders ‘Ankan’ Linden, Oumph! co-founder, corporate chef, and head of innovation. «Many people make boring New Year’s resolutions attached to depriving oneself of pleasure or demanding sacrifices, which makes them difficult to keep, and I think that’s a pity. So instead, I want to encourage a January filled with excellent food shared with family and friends. Plant-based food can be amazing, and Veganuary is the perfect time to share it with everyone you know.»


Client: Livekindly Collective
Brand: Oumph!
Campaign: Adopt a Carnivore

AGENCY: LOLA Mullenlowe (Madrid):

Executive Creative Director: Tomas Ostiglia
Creative Directors: Kevin Cabuli, Jorge Zacher
Creative Team: Diego Vieira, Germán Rivera Hudders, Victoria Sintes, Jose Luis Albazán Casas
Design: Yan Graller
Managing Director: Tom Elliston
Head of Planning: Lucas Rodriguez
Sr. Planner: Dominika Węglarz
Jr. Planner: Ana Goyoaga Alvarez
Account Director: Óscar Fernández
Account Supervisor: Cristina Panea
Head of Production: Felipe Calviño
Integrated Producer: Marina Saro Sanz
Head of PR & Comms: Saskia van Liempt
Comms Manager: Enrique Caballero
Photographer: Ale Burset