The idea of growing your own sausages from seeds is strange. That makes this campaign stand out. Forsman & Bodenfors and Peas of Heaven’s campaign allows users to order pea seeds, plant them and send the peas to Peas of Heaven. The company will then send back each user their very own home-grown sausage.
The grow-your-own-sausage kit consists of pea seeds, instructions and a bag for the peas to be sent back in. Users can choose between chorizo, barbecue sausage or cabanossi.
“With this idea, we take a hands-on approach to plant-based comfort food. And since growing your own vegetables and herbs is as popular as ever, we want to let people try to (for the first time ever) grow their own sausages at home. It’s not the quickest way to get a sausage. It takes around 50 days for the peas to grow, but maybe you’ll get a better understanding and respect of the process behind plant based food,” stated Julia Holtback Yeter, art director at Forsman & Bodenfors.
The campaign will run mainly online and in social media, and the kit is available to order through Peas of Heavens web-shop.
“We want to change people’s view on everyday food, what it consists of and how it is produced. Today most people think of sausages as meat. But great sausages can also be made from peas. I hope that in the near future we will think of everyday food as plant-based,” explained Julia Granung, head of product & R&D at Peas of Heaven.
In 2020, the European Union decided that there’s no need to differentiate between plant-based sausage and burgers and their meat counterparts.
“The priority is to challenge the norm in society and have an easygoing approach to plant-based food. This initiative is one way to do that, and to invite people into the manufacturing process and increase their knowledge about how great everyday food is made,” Granung added.
Credits:
Agency: Forsman & Bodenfors
Art Directors: Johanna Landberg, Julia Holtback Yeter, Nina Friman & Karl Risenfors
Copywriter: Anna Karlsson
Designer: Christoffer Persson
Account Executive: Ewa Edlund
PR: Julia Samuelsson & Samuel Danofsky
Production: Forsman & Bodenfors Studios
Producer: Jim Elfving
Compositor: Emil Gradén
Director of Photography: Ludvig Woll
Post Production: Jimmy Wulff & Linda Eriksson
Client: Peas Of Heaven
Creative Director: Gustav Johansson
Illustration: Mikael Selin
