LEKKA

FAKE AGENCY Makes It LEKKA: Market Launch with Bite for Plant-Based Sausages & Ham

The Berlin-based creative agency FAKE AGENCY prevailed in a pitch against renowned agencies from Berlin and Hamburg. As the lead agency, they supported LEKKA from the first strategic idea all the way to the product’s launch on supermarket shelves – including naming, brand design, packaging, and a go-to-market campaign.

LEKKA represents a new generation of plant-based meat alternatives that compete not only in taste but also in texture and appearance with traditional meat. The brand name clearly reflects the product promise: simply LEKKA – straightforward, emotional, and approachable.

“Our goal was to give LEKKA a visual identity and tone of voice that deliberately distances itself from the dusty green world of earlier meat alternatives and instead evokes appetite for plant-based indulgence – Next Level Food,” explains Marie-Louise Sadakane, founder of FAKE AGENCY.

From strategic brand positioning and the visual design system to the nationwide rollout campaign in grocery retail – FAKE AGENCY provided comprehensive support throughout LEKKA’s development. Gen Sadakane, partner and creative director, adds:

“It’s been fantastic to work with LEKKA as equals – in true co-creation, we developed the product and the brand together. It was especially important to us to combine technology with indulgence, and future-readiness with joy for life.”

A key part of the process was the use of AI tools like ChatGPT and Claude for developing headlines, claims, and narratives in combination with human creative expertise. Visual content and animations were created using Figma, Canva, and Jitter.

In addition to the creative work, FAKE AGENCY also developed a scalable content framework and a brand book that enables Project Eaden to autonomously continue developing the brand.

Jan Wilmking, one of the two founders of the Berlin-based brand, adds:
“Super-fast implementation. Spot-on designs. No frills.”

LEKKA products – such as plant-based cooked, herb, and country-style hams, as well as bratwursts – are now available exclusively nationwide at REWE.