Reading Time: 2 minutes Veganuary called the advert 'a bold and thought-provoking social experiment' (Photo: Supplied to PBN)
Reading Time: 2 minutes

You can now watch the vegan television advert which will be the first of its kind to air in the UK (on Sky News).

The advert was created by Veganuary – a global organization encouraging people to try vegan in January and beyond – and will also screen on major networks in Germany, the US, Chile, and South Africa from today.

Veganuary has exclusively shared the TV advert – and the longer online version – with Plant Based News.


Veganuary describes the ad, which it produced in collaboration with Kolle Rebbe ad agency and vegan film producer Fabian Weigt, as ‘a bold and thought-provoking social experiment’.

It features people being asked a simple question – ‘meat or veg’. When they respond, the corresponding item is thrown at them, and the camera captures their reaction.*

None of the participants knew what was going to happen, and all of them were thrown the food item they chose (meat or veg). Their reactions are genuine.

‘Very visceral way’

“The TV ad reveals people’s unexpected gut reactions to their own food choices and urges them to ‘Trust Your Instinct – Try Vegan This January’,” said the charity.

“In true Veganuary style, the ad is fun, light-hearted, and non-judgemental yet demonstrates in a very visceral way the internal conflict most people face over meat.”

‘Trust your instinct’

“We asked people a simple question: meat or veg? When faced with the raw reality of their food choices, people recoiled in revulsion from the meat while others caught the veg with a beaming smile,” Toni Vernelli, Veganuary’s Head of Communications, said in a statement sent to PBN.

“This gut reaction reveals what most of us feel deep down – an emotional discomfort about eating meat.

“Veganuary is here to help people follow their instinct. We know most people want to spare animals from suffering, protect the planet and improve their health but they need help and guidance to make different food choices. By trying vegan with us, they can align their actions with their beliefs.”

You can find out more about Veganuary – and how to take part – here

*Please note, the meat used in the ad was a silicone dummy produced by a special effects company. 

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Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.