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Meatless Farm recruits people with meaty names for Veganuary ad

Food brand Meatless Farm is encouraging everyone to eat more plant-based meals this Veganuary and beyond by enlisting people with very meaty names to star in its latest campaign.

‘Change The World’ stars everyday folk with surnames such as Chicken, Ham and Lamb who all tell the camera that, despite their last name, they are going meatless.

The work was directed by Dave Doherty with art direction from Thom Hanreich and was created alongside Dutch agency Neew.

Research highlighted on the Meatless Farm website states that if all UK households swap a red meat meal to plant-based just once a week, it would cut the UK’s greenhouse gas emissions by a staggering 50m tons.

To further the campaign, the vegan brand has enlisted Dragon’s Den alumni Levi Roots to launch the UK’s first plant-based jerk chicken restaurant: The M***F*** Jerk Joint.

The new spot will be serving food for three days – January 20-22 – in Shoreditch, London and will offer two exclusive Levi Roots Caribbean recipes, both using Meatless Farm’s plant-based chicken breast.

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