Plant-based meat company THIS has launched its first-ever TV advertising campaign.
The 30 seconds ad features 25 food critics and influencers thinking they are eating real meat, unbeknown to them it was plant-based meat.
The ad doesn't feature any actors - it simply highlights the hyper-realism of THIS products and the effect they have on people who try it.
The plant-based food company won the coveted SkyAdsmart competition, winning a month's worth of free advertising. The SME100 Support Scheme was open to SMEs that have been running for at least one year in the UK with up to 50 full-time employees and allows the winners to take advantage of Sky's revolutionary approach to TV advertising.
The advert is airing nationwide and is being targeted to cities outside of London, including Manchester, Birmingham, Leeds, Bristol and Nottingham.
Andy Shovel THIS™ co-founder commented: "This is a big moment for us - our first TV ad! THIS™ can fool even the most hardened meat-lovers, and we can't wait for the world to find out. Please don't go to the loo in between old Top Gear segments in case you miss it…'
THIS is one of the fastest-growing plant-based food companies in the UK. It created super realistic plant-based meat products such as This Isn't' Chicken, and This Isn't Bacon. According to the Great Taste Award 2019 judges, THIS is "like methadone for ex-bacon loving vegetarians."
With the new advertising campaign, the company is targeting meat-reducers and flexitarians to attract them to plant-based meat.
You can watch THIS ad here.