The UK's meat industry is organising a pro-meat campaign this month hoping to replicate the success of Veganuary.
The #meatymarch campaign was created to promote animal products amid the growing demand for plant-based food.
Vegan food producer Meatless Farms organised a stunt to hijack this campaign by giving away free plant-based burgers on the streets of London.
The company sent a 'group of beefy Brits' onto the streets of central London handing out Meatless Farm's beetroot burgers to passersby during the lunch break.
The stunt aims to show the consumers that plant-based burgers can be just as 'meaty' and tasty as traditional burgers.
In a statement sent to Vegan Food & Living, Morten Toft Bech, founder of Meatless Farm said: "We're hijacking #meatymarch because we believe in making eating more plant-based food joyful, accessible and tasty.
"We're hoping our brood of beefcakes can encourage the public to make small changes to their weekly eating habits – it's not necessarily about being vegan or vegetarian, we make it easy for people to swap, even if it's once or twice a week. We aren't against meat or farming. We just recognise that there needs to be a better balance."
Alistair, one of the Meatless' beefcakes', added: "I've been swapping out meat for plant-based options a couple of times a week for a while now.
"I think there's often a stigma attached with reducing your meat intake, hopefully we can show people that you can be just as happy and healthy whilst reducing it. It's all about the mini-change, and a burger is a good way to start!"