Plant-based foods can get very serious about why they exist. The category is full of lofty promises about saving the world, with brands competing against each other in who’s the most serious. Forsman & Bodenfors and Swedish alt-meat brand, Peas Of Heaven, have done the complete opposite in their first-ever brand campaign.

The campaign film is 60-seconds of silliness, a man gliding on his back through a field of plants “growing” sausages and patties. The message that the entire range is plant-based is clear, but an old man states it anyway at the end of the commercial, adding to the light-hearted tone of the spot.

“From the start, Peas Of Heaven’s mission has been to make plant-based versions of all your favourite foods. And by doing so, contribute to a better and more sustainable future. But every food tech start-up promises to make the world better. And it’s pretty fun that the tools we use to create a better world are actually sausages, burgers and meatballs. That’s why we decided to poke fun at the category – and ourselves – and make something totally different, something that also could inspire all the meat-eaters out there to try plant-based food,” stated Gustav Johansson, creative director at Peas Of Heaven. 

The spot was directed by rising star, Vedran Rupic, who won the Young Directors Showcase at Cannes in 2019 and has since directed big campaigns for Old Spice, Wagamama and Samsung along with a trio of awarded music videos. 

“We wanted to get the creative and innovative spirit of the company across in a category breaking, playful, fun and, yes, a slightly bizarre way that will make you stop what you’re doing and actually watch the commercial,” added Karl Risenfors, creative at Forsman & Bodenfors
 
Peas Of Heaven is currently the market leader in its home market, Sweden, and is growing fast in Denmark, Finland, and Norway. In 2022, Peas of Heaven will expand to a handful of other European markets with a US launch coming up soon.