Plant-based brand Meatless Farm has invested £1.5m in its largest ever advertising campaign.
The ‘M*** F***’ campaign is a step change for the brand which has built a following on social media but is now aiming to grow its market share by targeting meat eaters who made the swap during lockdown.
Campaign activity includes print advertising, 12 branded electric cars, billboards, bus signs and a radio advert.
The campaign also marks Meatless Farm’s second foray into TV advertising, with a brand-new advert set to feature on Channel 4 throughout August and September. This will be the company’s second ad in six months after seeing consumer demand for plant-based meat-alternatives increase.
On-pack branding will also get a re-vamp with new messaging to further support the M*** F*** strapline.
Michael Hunter, Chief Growth Officer at Meatless Farm, said: “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. 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.”
