THIS Redefines Veganuary with Humor-Driven TV Campaign for Meat Lovers

Woman enjoying plant-based sausage for Veganuary campaign.

The Campaign That Promises to 'Change Everything'

Plant-based food company THIS is kicking off the new year with its largest advertising campaign yet, intent on bringing a burst of humor to Veganuary. Teaming up with London-based agency St Luke’s, THIS is set to launch a 40-second television spot titled 'THIS Changes Everything'. The campaign seeks to captivate meat enthusiasts by offering an appetizing alternative that doesn’t skimp on taste.

A Bold and Cheeky Approach

Directed by Apostle Studios' Glenn Kitson, the commercial melds a mockumentary style with a playful tone—hallmarks of THIS's brand identity. “From our first interactions, we grasped their innovative ambitions and tasted their incredible products,” remarked St Luke’s Rich Denney. He also noted the project's creativity and unique flair, as the ad aims to be both memorable and fun.

A Growing Movement on Veganuary

Scheduled to air across selected ITV regions and ITVX, its supportive out-of-home displays will grace locations in London, inciting a wider audience to rethink their dietary choices this January. According to THIS's CEO, Mark Cuddigan, “If we can get people laughing and reconsidering what they put on their plates this Veganuary, that's a win.” With upcoming product developments, this bold campaign leans into the brand’s mission of transforming the plant-based food scene.

Why Humor is the Secret Ingredient

THIS’s campaign doesn’t just aim to amuse but to also offer a fresh perspective on plant-based eating. By marrying humor with the universally loved experience of dining, THIS invites everyone to be part of a movement where laughter and taste go hand in hand. In a marketplace inundated with seriousness, THIS takes a different route with a campaign that flips the script, making plant-based choices a delightful experience.

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