Vegan food company launches provocative new advertising campaign

Read Time:   |  3rd August 2020

Meatless Farm has launched a “light-hearted” advertising campaign that will make heads turn as it aims to encourage more Brits to try plant-based meat alternatives

British plant-based food company, Meatless Farm, has launched what it calls “light-hearted” advertising campaign in a bid to encourage more Brits to try plant-based meat alternatives.

The company launched its national campaign today which features the provocative slogan ‘M*** F***’ that has chosen to make people stop in their tracks with its suggestion of offensive language

The eye-catching campaign slogan is set to appear on TV adverts on Channel 4 in  August and September as well as radio adverts, electric cars, social media and supermarket packaging.

According to the company, the adverts are aimed at consumers who have been cutting down on their meat consumption during lockdown as new data from market research firm Nielsen has revealed that more than a third of Britons say they have eaten more plant-based food during this period.

Meatless Farm has been enjoying a rise in sales of its meat-free products as according to Nielsen, the brand is the fastest growing UK brand in the plant-based sector which is seeing annual growth of approximately 10%.

Michael Hunter, Meatless Farm’s chief growth officer, said in a statement: “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.”

Meatless Farm products are available to purchase at Tesco, Sainsbury’s, Morrisons and Asda as well as online via Ocado 

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