THIS: A Lovely Village Called Quorn by THIS

Fledgling plant-based meat brand This has sponsored an English town called Quorn in a bid to take on the meat alternative legacy brand ahead of Veganuary.

The in-house stunt sees the Leicestershire town, which Quorn was rumored to be named after, taken over by This with its local bingo, chip shop and pub all sponsored by the brand.

This has also jumped on the meat-free football sponsorship wagon by supporting Quorn AFC with kits touting ‘We Love This’ and branded water bottles. The deal follows the likes of Meatless Farm sponsoring Real Madrid, Quorn partnering with Liverpool FC and vegan pet food brand Hownd tying with Forest Green Rovers.

Running alongside the campaign is a 90-second social video showing all the ways This has plastered its branding across the town including beer pumps, missing cat posters and chip shop paper.