Forsman & Bodenfors, Director Vedran Rupic Play The Field For Peas of Heaven


Robert Goldrich
Tuesday, May. 24, 2022


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The plant-based category is full of lofty promises about saving the world, with brands competing against each other as to who’s the most serious. In its first ever brand campaign--from Gothenburg, Sweden-based agency Forsman & Bodenfors--Swedish alt-meat brand Peas Of Heaven is departing from that norm.
“From the start, Peas Of Heaven’s mission has been to make plant-based versions of all your favorite 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”, said Gustav Johansson, creative director at Peas Of Heaven. 
In this spot directed by Vedran Rupic of Business Club Royale, burgers, meatballs, and sausages are actually growing on fields, just like the green pea – one of the main sources of protein in Peas of Heaven’s products. We see a man in a prone position being propelled across a field where he luxuriates in a bumper crop.

“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,” said 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 U.S. launch coming up soon.


Client Peas of Heaven Gustav Johansson, creative director; Erik Friemann, art director. Agency Forsman & Bodenfors, Gothenburg, Sweden Karl Risenfors, art director; Gustav Johansson, copywriter; Christoffer Persson, designer; Maria Hallenborg, planner. Production Business Club Royale Vedran Rupic, director; Gustav Sundstrom, assistant director; Siamand Masoodian, producer; Nico Poulsson, DP; Christian Kuosmanen, exec producer. Music Gustav Jennefors Editorial Alexander Toma, editor. Sound Design Redpipe Erik Olsson

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