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Birds Eye re-imagines Veganuary by trolling the Royal Family


By Amy Houston | Senior Reporter

January 24, 2023 | 3 min read

The brand worked with renowned British photographer Alison Jackson on a series of spoof images to promote a plant-based range.

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The Prince and Princess of Wales re-imagined / Frank

Birds Eye is turning the ‘vege-tables’ on some of the UK’s most recognizable public figures, with prime minister Rishi Sunak, the Prince and Princess of Wales, King Charles III and The Queen Consort all featured.

In one scene, viewers see William and Kate seemingly reading Prince Harry’s polarizing biography Spare, while tucking into a burger.

The spoof campaign was created to promote its new plant-based range.

Photographer Alison Jackson. She said: “My work is all about bringing the imagined private lives of public figures to light through art. It is that peep behind the door we all want to see.

“With my ‘Veganuary Re-imagined’ series, it is easy to imagine that King Charles and Queen Camilla would want to add more plant-based options to their diets, particularly given his quest for more environmental consciousness. Or that the Prime Minister would gather for a meat-free dinner with his family to embrace Veganuary as he takes a break from running the country. Or how William and Kate would want to enjoy a moment to themselves for a plant-based brunch in bed and a break from busy schedules.”

Non-profit organization Veganuary has released figures showing that this year’s efforts have encouraged Brits to commit to the challenge every 2.4 seconds.

Victoria Westwood, UK and Ireland marketing lead at Green Cuisine added: “Our campaign is a fun illustration of how reducing the amount of meat you eat doesn’t have to be so hard. You don’t need to change your lifestyle to enjoy the Green Cuisine range; our aim is to give people the opportunity to explore, experiment and try new things without compromising on taste.”

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