STRONG ROOTS

We capitalised on the time of year with those transitioning to plant-based diets after the New Year and created the Veganuary Response Vehicle, a PR-worthy sampling setup from which freshly-baked samples, the world’s first meat patch and recipe booklets were distributed to passers-by. The vehicle itself had an ambulance-like aesthetic with a flashing beacon that ensured a stand-out presence in eight nationwide UK locations, across fifteen live days.

 

The world’s first meat patch received a lot of media attention through its innovative scratch and sniff mechanic, especially after being endorsed by celebrity and professional boxer, Tommy Fury, which helped to amplify the wider activity online.