As Richmond continues to expand its plant-based portfolio, the brand has found a playful way to shift how consumers perceive veggie sausages. With the line “We’ve sausaged the nation’s favourite veg,” Richmond transforms everyday vegetables into bold visual jokes that blur the line between familiarity and surprise — proving that plant-based food doesn’t have to feel niche, serious, or restrictive.

When vegetables become the punchline

The creative execution turns carrots, corn, peas, and broccoli into visual stand-ins for sausages, instantly communicating the product’s plant-based origin through humor rather than explanation. The imagery is colorful, simple, and immediately readable from a distance.

Instead of relying on heavy copy or nutritional claims, the campaign lets the visual idea do the work. The joke lands in seconds — a critical advantage in high-speed urban environments where attention is limited.

Making plant-based feel mainstream

Many plant-based campaigns lean heavily into sustainability, health benefits, or ethical positioning. While valid, those messages can sometimes make products feel exclusive or niche.

Richmond takes the opposite approach by anchoring its message in everyday cultural familiarity. “The nation’s favourite veg” places the product inside shared food traditions, signaling that veggie sausages belong on the same table as conventional comfort food.

Why this idea works so well in OOH

Out-of-home environments reward clarity, scale, and instant comprehension — exactly what this creative delivers. The oversized vegetables, high-contrast typography, and minimal composition allow the message to cut through busy streets and crowded visual noise.

The format also encourages organic sharing. Passersby naturally photograph unexpected executions, extending reach into social feeds without additional media investment.

Humor as a brand growth strategy

Humor lowers psychological barriers. It reduces friction, builds emotional warmth, and makes trial feel less intimidating — especially in categories where consumers may hold preconceptions.

By making people smile first and think second, Richmond invites broader audiences to reconsider plant-based products without feeling lectured or pressured.

Simple craft, strong brand clarity

Visually, the campaign stays disciplined. Clean green backgrounds, bold typography, and a clear product packshot keep brand recognition strong while allowing the visual gag to remain the hero.

There is no clutter, no competing messages, and no unnecessary storytelling layers — a reminder that simplicity often delivers the strongest outdoor impact.