Burger ‘that tastes like human flesh’ despite being vegan wins top award
A bizarre “human-meat” flavoured burger has won a top award.
The bizarre burger is said to taste exactly like human flesh, despite being completely meat free and vegan friendly.
Its creator, Swedish food company Oumph!, said it had even worked to get the perfect texture of flesh for their cannibalistic creation.
However a spokesperson for the company insisted: “No humans were injured in the development of this product.”
The burger was crafted from soya, mushrooms and wheat protein as well as plant-based fats and “a mysterious spice mix”.
The spokesperson added: “The curious and fearless get a chance to try the world’s first plant-based burger resembling human meat.
“By creating this special edition burger Oumph! wanted to prove that it is possible to produce plant-based products that taste like ‘any meat’ and are exciting to try.”
The super-creepy ad campaign showed a crazed-looking bloodstained butcher clutching the oozing plant-based sandwich.
The company did not explain what they used as a guideline for the taste and texture of human flesh.
The stunt was awarded a Silver Brand Experience and Activation Lion at Cannes Lions Festival last week.
Henrik kerman, Global Brand Leader at Oumph! said: “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.
“As a small brand we need to be bold and ready to push some boundaries to break through, and I think this campaign is a good example of us doing just that.”
Tomas Ostiglia, Executive Creative Director at LOLA MullenLowe said: “The bravery of launching a risky idea that is 100% on brand is always rewarded. “
“First, for the audience and second, but no least, for the industry. The plant-based category is at its peak, it seems like every day a new brand pops up.
“And as a small Swedish challenger brand, Oumph! had to convince meat-lovers, vegetarian or not, that their plant-based products can in fact replicate the taste of any meat.
“A claim most are tired of hearing and even more tired of being disappointed by. And of course, a solution was to make a tasty plant-based human meat burger.”
Anders Linden, Oumph! Co-founder, Corporate Chef and Head of Innovation said: “The Cannes win: “Developing a plant-based burger that tastes of human meat was exciting, and a little bit scary, and then for this campaign to win in Cannes is incredibly exciting! We developed this burger in no time as soon as we knew what taste and texture we were after.
“This is our ultimate and weird way of showing that it’s possible to create any type of food by using just plants.”