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A major new advertising campaign from a vegan meat company aims to push Brits towards plant-based options, the Guardian reports.

Meatless Farm, the fastest-growing plant-based meat brand in the U.K, will show its ads on T.V as well as on the radio, across social media, on electric cars, and on supermarket packaging.

The slogan – which has been described as ‘provocative’ – says ‘now that’s a m*** f*** burger/sausage’ about its products in a tagline the brand has described as ‘light-hearted’.

‘Light-hearted and fun’

“Throughout lockdown we’ve seen a surge in sales, with more and more Brits trying or considering making the swap to plant-based, even if it is just once a week,” Michael Hunter, Meatless Farm’s chief growth officer, said.

“We felt the nation needed a bit of a lift as it’s been a tough time for everyone, so more than ever we wanted to create something light-hearted and fun that consumers would remember when they are looking for alternatives to meat.”

Fastest growing

Meatless Farm revealed earlier this year that it’s seen its sales soar by 149 percent in a year according to data from industry analysts Nielsen, making it the fastest-growing brand in the U.K meat alternatives sector.

“More and more people are looking to reduce the amount of meat they eat, both for health and environmental reasons, and Meatless Farm is at the forefront of this change,” Morten Toft Bech, Founder of Meatless Farm, said in a statement sent to Plant Based News.

“Whether you are vegan, vegetarian or flexitarian, our range is suited to those who want to improve their eating habits, while still enjoying food that their meat-eating friends or family would recognize.”

The brand added that after spending two years researching and developing its range, it has become ‘a serious contender in the global plant-based market, alongside US groups Impossible Foods and Beyond Burger’.