‘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.

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We are excited to announce the launch of our biggest ever advertising campaign: ‘M*** F***’ ?⁠ ⁠ ? If you spot us, make sure to post a picture and tag us!⁠ ⁠ #MeatlessFarm #ChangeTastesGreat #ShutTheFarmUp #PlantBased

A post shared by The Meatless Farm (@meatlessfarm) on Aug 3, 2020 at 9:10am PDT

‘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.

• Read: HCC launches £250,000 massive meat campaign as plant-based market soars

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Mohsina Dodhiya

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