Renowned plant-based meat maker Meatless Farms on Monday launched a nation-wide campaign that the brand claims is aimed at boosting the British morale for meatless eating, with an unapologetic catch-phrase ad copy.
The British company, known for realistic plant-based meat products, said they’re targeting Britons who have recently cut down on burgers and meat in lockdown with the provocative slogan in the latest ad-copy, the Guardian reports.
Speaking about what the company says is a ‘light-hearted’ advertisement, Meatless Farm’s chief growth officer Michael Hunter said: “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.”
“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,” he added.
The ad copy that reads ‘Now that’s a M… F…’ Burger!’ will be soon visible in british TV, social media, supermarket packaging, radio and electric cars.
The Leeds-based brand seeks to “help people reduce their meat consumption by making swapping to meatless easy,” with their realistic faux meat products.
This year is set to mark a landmark drop in global meat eating rate owing to the economic impact of the pandmeic and the novel virus’ zoonotic origin that has sparked fears of contamination.
The change, as Bloomberg noted is not just per-capita but overall. A UN report predicted, the dramatic drop in the per-capita consumption of meat-eating will not return to pre-pandemic levels not until at least 2025.
The coronavirus pandemic, which has a zoonotic origin, has invoked a trend against consuming less meat. There has been a significant shift in the number of Britons opting for vegan alternatives, with supermarket and trademark trends reflecting the growth.
Meatless Farm, part of the significantly growing market of vegans in the UK, has alone grabbed 10% annual growth in the segment, becoming the fastest growing such brands in the UK, according to statistics and market research firm Nielsen.
The company’s own survey with OnePoll in may that 37% response from consumers were positive when asked whether they want to see meatless options in restaurants when they re-open.
The meat industry is one of the severely hampered by the Pandemic; one after the other cluster of COVID-19 outbreaks from slaughterhouses around the world prompted closure in the US and European nations.
Meatless Farm products are available in TESCO, Sainsbury’s, ASDA, Morrisons, Whole Foods, Green King among other retailers in the UK. The products are also internationally available in the US at Whole Foods only, and Canada in Lowblaws and Longos.
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(Cover image courtesy of Meatless Farm via the Guardian)