Vegan Brand La Vie Says Pigs And Ham ‘Can Be Friends’ In New Ad

La French alternative protein brand La Vie has released a new TV advert for its vegan ham to coincide with World Animal Day. The 40-second spot features a man eating a ham sandwich while a small pig sits opposite him at the table. The ad, titled "Duel," aims to spark a conversation about meat consumption and highlights the emotional connection between animals and the food on our plates.

The ad stars Léon, a rescue pig who was abandoned at birth and now lives in Brittany. With five other rescue pigs, Léon accompanied his brother Gustave to the ad set, along with a vet and a behaviorist to ensure his comfort. Animal rights organization PETA supported the ad, hoping it will encourage people to choose vegan options at the supermarket and learn more about the intelligence and personalities of pigs. La Vie's vegan ham is available in the UK at retailers like Tesco and Sainsbury's, offering a healthier and more sustainable alternative to traditional pork-based ham.