
‘We wanted to create something light-hearted and fun that consumers would remember when they are looking for alternatives to meat’
On Monday, Leeds-based vegan food company, Meatless Farm, released a provocative national campaign, which it cheekily calls “light hearted” with the aim to encourage more Brits to try plant-based meat alternatives.
According to the brand, the campaign’s ‘Now that’s a M*** F*** burger’ slogan has been purposefully chosen to give the nation “a bit of a lift” during the coronavirus lockdown.

“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, ” said Meatless Farm’s chief growth officer, Michael Hunter, in a statement.
The £1.5 million campaign, the biggest for the brand yet, will appear on TV radio adverts, 12 branded electric cars across London, billboards, social media and supermarket packaging throughout August and September.
‘Surge in sales’
According to market research firm Nielsen, Meatless Farm is the fastest growing UK brand. Its sales have nearly tripled – up by 179% year on year as more people avoid meat for health, environment and welfare reasons. The firm’s research data also shows that more than a third of Britons have started eating more plant-based foods during the pandemic.
“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.

‘Marketing genius’
The eye-catching campaign slogan has already become a hot topic on social media with fans branding the ad a “ marketing genius” although the Advertising Standards Authority (ASA) said it will investigate the advert for “decency,” the Guardian reported.
“Brilliant campaign guys. Massive well done – glad it’s finally out there for the world to see!!!,” wrote one Instagram user.
“Love it. Well done whoever came up with that,” wrote another.
“Marketing genius… love that,” commented a third.
Share this story to let others know about the rapidly increasing plant-based food market.
Lifestyle
Vegan culture, food, beauty & more
Vegan Nottingham student creates budget-friendly oat milk machine to reduce carbon footprint and combat rising prices
- Mohsina Dodhiya
- 30th May 2023
The invention is sustainable and cost-effective. A vegan undergraduate studying product design at Nottingham Trent University has developed a container that can help people create their own oat milk at home for just 20 pence per litre. “Oatilicious,” provides significant cost savings compared to store-bought oat milk for up to £2.20 per carton. The innovative …
Bear Grylls ’embarrassed’ by past vegan diet promotes meat, blood, and bone marrow for better health
- Mohsina Dodhiya
- 15th May 2023
“I’ve tried to listen to my body more, tried to listen to nature, and I don’t miss vegetables at all. I don’t go near them, and I’ve never felt stronger, my skin’s never been better, and my gut’s never been better.” Adventurer and TV presenter Bear Grylls has become a die-hard carnivore fan after admitting …
VEGAN MEMES
NEED A LAUGH?
QUIZZES
All the quizzes you love to binge!
QUIZ: If you score 11/12 on this quiz, you’re a verified vegan food expert
- Marlon Farrugia
- 10th January 2020
How much vegan knowledge do you have stored away? Do you have to Google your way through a shopping trip, or do you have all the bad E-numbers memorised? Find out now with this quiz. Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a dedicated vegan for many years, and …
Continue reading “QUIZ: If you score 11/12 on this quiz, you’re a verified vegan food expert”
QUIZ: What is your perfect Vegan Halloween Costume?
- Marlon Farrugia
- 13th October 2019
Spook Season approaches. There will be ghosts, goblins, ghouls, and glucose. You need a costume, and you want to it to show off your personality, which means VEGAN. But what to choose? Take our quiz to find out your perfect outfit. Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a …
Continue reading “QUIZ: What is your perfect Vegan Halloween Costume?”
QUIZ: What kind of vegetable are you?
- Marlon Farrugia
- 26th September 2019
“If you were a vegetable, what kind would you be?” A question that has tormented humanity throughout the ages – until now. Read: QUIZ: If you score 19/20 on THIS quiz, you’re a Vegan God Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a dedicated vegan for many years, and …