Meatless Farm launches new campaign to attract ‘first-time trier’ vegans

Leeds-based Meatless Farm said its new campaign is aimed at convincing meat eaters to reduce their meat consumption.

The firm said the advertising campaign “playfully quips at Britain’s legacy meat free brand” to communicate that “making it meatless isn’t what it used to be”.

Meatless Farm said it is targeting “first time triers” and those who may have had a negative experience of meat free alternatives to capitalise on the UK’s biggest ever Veganuary.

The campaign will run throughout January across outdoor, radio, social and PR.

Alongside advertising, the brand is also working with a series of influencers to create supporting outdoor and digital content that heroes meatless recipes made by real people. In order to tap into lockdown 3.0, it is also hosting four live Instagram cook-alongs throughout January.

Meatless Farm recently reported a 100 per cent increase in sales year-on-year, double the category average, and it has secured investment of £24m to fund its global expansion. It expects to achieve global sales of $200m (£146m) by 2023.

Morten Toft Bech, founder of Meatless Farm, said: “Brand is playing an increasingly important role in the category.

“For many meat eaters there is a perception that going meatless is a sacrifice, and traditional meat free alternatives have had a reputation as being tasteless.

“We are changing all of that and want to make plant-based food appealing and compromise free. As a young brand in a young category, it’s important to communicate that the next generation of meat alternatives are different.”

Over half a million people have signed up to take part in Veganuary 2021 – set to be the UK’s biggest ever celebration of vegan food.

Over a third of carnivorous consumers say they are actively looking to reduce their meat consumption due to health and environmental concerns.

Meatless Farm said the growing awareness of the climate change impact of meat is leading to a rise in ecotarianism – eating to minimise carbon impact.

Quorn did not reply to our enquiries for a response.

Meatless Farm is listed in the big four UK supermarkets, which stock its fresh plant-based mince, burgers and sausages, and it has a presence in the US through Whole Foods, as well as distribution in 24 other markets.

Most recently, the brand launched in Germany, Holland and Denmark.

The company kicked off Veganuary with high profile partnerships with major high street chains, Leon and Pret A Manger, replacing Pret’s pork meatballs and becoming Leon’s LOVe burger patty.

The firm said the new advertising campaign follows the success of the brand’s 2020 “M*** F***” campaign, which also included the creation of the UK’s first-ever plant-based Drive Thru.

Meatless Farm said the work builds on the brand’s growing reputation for disrupting the plant-based category.