Vegan Food Brand Meatless Farm Launches Provocative Ad Campaign
The campaign features an older adult holding a burger with the caption, “NOW THAT’S A M… F… BURGER!.”
The plant-based company has called the new campaign “light-hearted,” however, the Advertising Standards Authority (ASA) has said it will investigate the advert for “decency.”
“Light-Hearted And Fun”
“We felt the nation needed a bit of a lift as it’s been a tough time for everyone,” said Michael Hunter, Meatless Farm’s chief growth officer.
“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 £1.5 million campaign will appear on television and radio, as well as billboards, social media adverts and supermarket packaging.
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Meatless Farm states that its range of vegan burgers, mince, and sausages — which are made from pea protein — look and taste like animal meat.
Figures show that the company is the fastest growing meat-free brand in the UK, with consistent annual growth of approximately 10 percent.
Meatless Farm has reported a huge boost in interest during the coronavirus lockdown, with data showing sales have tripled.
“A Surge In Sales”
“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,” said Hunter.
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Tags: ad campaign, meat-free, Meatless Farm, Plant-Based, plant-based food, vegan brand, vegan burger, vegan business, vegan food