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Vegetarian Brand Strategy Valentine's Day

The Vegetarian Butcher tests whether vegans and carnivores can stomach each other


By John Glenday, Reporter

February 15, 2022 | 3 min read

The Vegetarian Butcher has conducted a food-focused social experiment to see if participants can stomach their dietary differences.


The Vegetarian Butcher pairs vegans and carnivores to see if opposites attract

Matching stalwart vegans with proud meat-eaters, ’The Unthinkable Date’ establishes whether dining with a difference can plant the seeds of true love or see participants resort to pulling their knives out.

TBWA\Neboko served up the diet of courting contrasts after a flurry of surveys appeared to show a yawning societal schism straight down the dinner table, with a recent survey by Veggly claiming that over half of vegans would point blank refuse to date a meat-eater.

This is supported by a separate study published by Plant-Based News that found 42% of meat-eaters would turn their noses up at a vegan or vegetarian partner, and yet another study – this time by Perspectus – finding that 75% of Brits believe compatibility in the kitchen is as important as in the bedroom.

This prompted the meat-alternative brand to step up to the plate and dish out some Valentine’s Day romance, setting up six singletons for a food fight by presenting both parties with the same plant-based meal, despite their menus saying otherwise.

By bringing blind tasting to a blind date, the brand sought to establish whether affirmed vegans and determined meat eaters would swallow their differences and commit to a second date.

Laura Iliffe, senior brand manager at The Vegetarian Butcher, said: “Following Veganuary last month, Valentine’s Day felt like the perfect opportunity to prove a plant-based diet can be for life, not just for January. It’s clear more people are choosing to adopt a plant-based lifestyle, but that doesn’t need to be at the sacrifice of finding love. At The Vegetarian Butcher, we believe that we must sacrifice nothing when it comes to enjoying our food and in a world that is already so divided, we want to bring people together with our plant-based meats – not tear them apart.”

The Vegetarian Butcher is spearheading Instagram and Twitter side dishes that will serve up a daily diet of news and updates behind its food revolution, with brands such as Pepsico, Unilever and M&S increasingly adopting meat-free products.

Vegetarian Brand Strategy Valentine's Day

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