Thought-provoking vegan advert to air on mainstream television this Valentine’s Day

Author: Helen Greaves

Read Time:   |  10th February 2022

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A television advert by vegan charity Viva! may cause some controversy as it airs on Channel 4 on Valentine's Day


Bristol-based vegan charity Viva! will premier its highly anticipated vegan tv advert on Valentine’s Day.

The thought-provoking ad will air on Channel 4 and its associated networks. 

The charity started its crowdfunding campaign to raise funds to air the advert towards the end of last year, and the campaign already helped the ad to gain recognition within the vegan community. 

After raising a massive £80,000, Viva! can now bring the ad into the mainstream.

The advert encourages viewers to make the connection between the food they eat and the animals they love and to try going vegan. 

Viva!’s vegan Valentine’s advert

As it starts, the ad could be for any fast food delivery service as a couple decides which takeaway to order, but it starts to take a dark turn when they order pulled pork from fictional delivery app ‘Just Meat’.

But when their ‘food’ arrives, the couple looks down to see a live piglet on their doorstep along with a delivery driver offering them a butcher’s knife as a free gift for new customers. Could they possibly kill this piggy?

Speaking about the TV advert, Viva! Founder and Director, Juliet Gellatley, says: 

“To be a catalyst for change we recognise that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible. 

“By broadcasting our first-ever vegan TV advert on mainstream television, we’re hopeful we can give veganism the airtime it needs! 

“Most people in the UK despise cruelty to animals, yet simply don’t make the connection between animal cruelty and what is on their plate. 

“If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.

“In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet. It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world’s transport sector.

“With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.”

Enjoy your own cruelty-free ‘fakeaway’ at home with these vegan takeaway recipes. 

Written by

Helen Greaves

Helen has been vegan since 2018 and has a background in vegan food marketing and social media. She's mother to a mischief of rats, and loves to spend her spare time making vegan cakes and bakes.

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