Vegan food maker Meatless Farm wants to encourage more Brits to stop eating meat. The company says that Britain ‘needed a bit of a lift as it’s been a tough time for everyone’ during the lockdown and launched a provocative ‘light-hearted’ national advertising campaign.
The £1.5m campaign is targeting flexitarians - people who have cut down on meat during the lockdown. The ads with its provocative slogan M*** F*** will appear on TV and radio, branded electric cars, social media and product packaging.
The Leeds-based brand makes meat-free burgers, mince and sausages from pea protein that taste and look like the real thing. The company is seeking to build on a massive growth in the UK, as consumers interest in plant-based alternatives has increased during lockdown driven by health and environmental reasons.
Meatless Farm is the fastest growing UK brand in the plant-based meat sector with an annual growth of about 10%.
Michael Hunter, Meatless Farm’s chief growth officer, said: “Throughout lockdown we’ve seen a surge in sales, with more and more Brits trying or considering making the swap to plant-based, even if it is just once a week.
“We felt the nation needed a bit of a lift as it’s been a tough time for everyone, so more than ever we wanted to create something light-hearted and fun that consumers would remember when they are looking for alternatives to meat.”
The M*** F*** campaign is the biggest ever campaign by the company which is now aiming to grow its market share by targeting meat-eaters.
It will be supported by traditional print advertising, 12 branded electric cars driving through London, billboards and the brand new TV ad that will appear on Channel 4 throughout August and September.