Marketing & Media

Dairy is Scary Viva!

© Viva!

Advertising Standards Authority Bans Viva!’s ‘Dairy is Scary’ Ad, Sparking Controversy Over Censorship

The Advertising Standards Authority (ASA) has banned a cinema advert produced by the UK-based charity Viva!, following a small number of complaints, despite the approval of both the ASA’s internal investigation team and the Cinema Advertising Association (CAA). Dispute over “irresponsible” content The advertisement, titled Dairy is Scary, was deemed by the ASA to be “irresponsible” and likely to cause “unjustified distress” and “serious and widespread offence.” However, the ASA’s internal team had initially concluded that there was no breach of regulations and that the ad was suitable for a 15+ audience. The CAA, which oversees cinema advertising in the UK, had also cleared the advert for screening before films rated for viewers aged 15 and over, confirming its appropriateness for the target demographic. Despite …

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Image supplied by ProVeg International

Why Most Plant-Based Startups Get Marketing Wrong

In the plant-based space, it’s easy to think that marketing begins once the product hits the shelf – a flurry of social media posts, a few influencer partnerships, maybe a press release or two. But what if that mindset is the reason many startups never quite scale up? A new guide from ProVeg International’s New Food Hub challenges plant-based founders to rethink marketing from the ground up. Far from being just about promotion, marketing is framed as the strategic backbone of the business, shaping not just how a product is sold, but what is created in the first place, and why. Instead of focusing solely on taste or nutritional profile, successful brands start with customer insight. What unmet need are they addressing? What occasion or …

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Garden Gourmet launches marketing campaign in Spain

Ada Parellada. © Nestlé Professional

Garden Gourmet Targets Spanish Restaurants With New Campaign Featuring Chefs & Influencers

Garden Gourmet, a plant-based brand by Nestlé, has launched a new digital campaign in Spain to promote the use of its plant proteins on restaurant menus. As part of the campaign, chefs and food influencers will create dishes using a selection of Garden Gourmet products, from beet falafel to meatballs and vegan mince. Among them will be Ada Parellada, a chef with a commitment to sustainability and healthy eating, and Paula Marín, who is said to make dishes that combine art and gastronomy. Food critic and culinary content creator Danny Salas and food content creator and communicator Celeste García de la Banda will also be involved in the campaign. “Products designed for the restaurant industry” In March, Nestlé opened a new facility in Serbia to …

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Burger King UK

© Burger King UK

Over 40% of Meat Eaters Haven’t Tried Plant-Based Burgers – Burger King’s New Campaign Aims to Change That

Burger King UK has launched a campaign to encourage meat eaters to try plant-based options, supported by Pete Wicks, known for his role on the reality TV show The Only Way Is Essex. The initiative is in collaboration with The Vegetarian Butcher, and its goal is to increase awareness and trial of plant-based burgers. Wicks, who has been appointed Burger King’s first-ever “Chief Persuader,” is tasked with delivering Vegan Royale® burgers to meat-eaters, hoping to convince them to experience the taste of plant-based alternatives. The campaign is driven by research from GFI that reveals more than 40% of meat eaters have never tried a plant-based burger. Speaking on his involvement, Wicks commented, “You don’t have to go full veggie to enjoy good food. I’m proud …

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Dreamfarm cows on vacation campaign

© Dreamfarm

Dreamfarm “Sends Cows on Vacation” to Promote Its Plant-Based Cheeses

Italian plant-based cheese brand Dreamfarm has partnered with Al.ta Agency for a new marketing campaign that involves “sending cows on vacation”. The integrated campaign aims to convey that thanks to Dreamfarm’s dairy-free cheeses, cows can finally take a break. Earlier this week, performers dressed in cow masks and tourist outfits were seen walking between Piazza Cordusio and Castello Sforzesco in Milan, led by a “tour guide cow” holding a branded sign. The stunt attracted the attention of passersby and tourists, many of whom stopped to take videos and photographs. A kit was sent to plant-based influencers and creators ahead of time to amplify the activation. In the coming days, short online videos will follow, documenting the cows’ departure for vacation. “Reflection with a smile” Dreamfarm …

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Quorn launches Mission Snack Swap campaign with Tom Cruise lookalike

© Quorn

Quorn Launches “Mission Snack Swap” Campaign With Tom Cruise Lookalike

Mycoprotein-based meat alternatives brand Quorn has launched a new TV campaign called Mission Snack Swap. In the ad, the company’s pig, cow, and chicken puppets go on a mission to swap meat-based snacks for Quorn alternatives without being noticed. The brand has kicked off the campaign by hiring a Tom Cruise lookalike, who walked around London eating Quorn products ahead of the latest Mission: Impossible premiere. He was spotted by several fans, who stopped to ask for selfies. Quorn claims it has been the fastest growing brand in chilled meat-free in the last 12 weeks, adding that its ‘So Tasty’ snacking campaign, conducted last year, has brought over 400,000 new shoppers into the category. Alongside the TV ad, the Mission Snack Swap campaign will be …

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THIS chicken thighs

© THIS

Over 40 Brands Unite in “Unprecedented” Campaign to Drive Meat-Free Category Growth

More than 40 of the UK’s leading meat-free brands have joined forces in a new coalition described as “unprecedented”. Together, they will run a campaign claimed to be a world first, with the aim of driving penetration and unlocking growth in the meat-free category. Called Meat Free Made Easy!, the initiative will launch as a large-scale, test-and-learn activation in Q2 2025, running across Instagram, press, and influencer channels. A ‘go bigger’ launch is planned for Q4 2025, featuring in-store activations, promotions, and a wider cultural push to build new norms around meat-free eating. The news comes after recent research by GFI Europe, Plant Futures, and HarrisX found that 51% of UK adults intend to either reduce their meat consumption or eat more plant-based foods. It …

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Plants by Ella Mills announces new look

© Plants

Ella Mills’ Plants Brand Reveals New Look Celebrating Natural Ingredients

Plants, the plant-based brand by Ella Mills and the team behind Deliciously Ella, has announced a rebrand developed by the agencies Sonder & Tell and Belief Machines. The new branding is said to emphasise real plant-based ingredients, abundance, ease, and taste. It aims to honour the products’ previous branding while broadening their appeal and communicating a new “flavour first” identity. The updated packaging features oversized ingredients and meals, along with bold colour blocking to ensure visibility and differentiation on shelves. A cohesive visual system has been created to provide consistency and quick consumer recall. To design the new branding, Belief Machines analysed key supermarket trends and the evolving plant-based category. The resulting rebrand aims to celebrate the natural ingredients in the Plants product range, while …

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Beyond Meat

© Beyond Meat

Beyond Meat Premieres Documentary “PLANTING CHANGE” on YouTube

Today, Beyond Meat has launched its first documentary-style short film, PLANTING CHANGE. Narrated by the company’s founder and CEO, Ethan Brown, the film explores the intersection of health, sustainability, and plant-based nutrition, emphasizing the shift from animal-based to plant-based food systems. The documentary presents a range of perspectives, featuring interviews with medical professionals, climate advocates, historians, and farmers who are transitioning to growing pulses for plant-based foods. These farmers, many of whom have been in agriculture for multiple generations, are presented as key players in reshaping the future of food production, providing an alternative to the traditional, animal-based agricultural system. Challenging entrenched systems PLANTING CHANGE examines the broader impacts of dietary choices, addressing both the environmental and health benefits of incorporating more plant-based foods. The …

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Angela Crawford, Ph.D

© Angela Crawford, Ph.D

Dr. Angela Crawford’s “The Vegan Transformation” Explores the Emotional and Entrepreneurial Impact of Veganism

Released today, Dr. Angela Crawford’s new book explores the emotional, psychological, and spiritual dimensions of adopting a vegan lifestyle, while also documenting how this transition has influenced individuals to launch businesses aligned with their values. The Vegan Transformation: A Journey to Heal Yourself and the World is based on a mixed-methods study involving 345 survey participants and 75 in-depth interviews. The book examines how shifting to a plant-based lifestyle has affected participants’ sense of purpose, mental well-being, and professional paths. Dr. Crawford, who holds a PhD in psychology and has worked as a psychotherapist for over two decades, conducted the research to investigate how lifestyle changes linked to veganism may extend beyond physical health outcomes. “Less is known about the psychological benefits of a plant-based …

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Beyond Meat X La Vie

© Beyond Meat X La Vie

La Vie Launches Collaborative Campaign, Allowing Other Brands to Repurpose Their Ad

La Vie has launched a creative collaboration initiative that invites other plant-based brands to participate in their recent marketing campaign, allowing them to download and reuse a television ad that was originally created by La Vie, featuring a rescue pig named Léon. Beyond Meat jumped on board soon after, creating a similar ad campaign with Barbara the cow. The ad can be adapted by other companies, swapping in their own products and animals of choice. The campaign’s unique approach encourages cross-brand collaboration in a category often defined by competitive marketing tactics. Rather than working in isolation, La Vie and Beyond Meat have aligned their campaigns, both aimed at promoting animal welfare and encouraging consumers to make more informed food choices. Each brand involved is invited …

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Session 12 of the ‘update’ Webtalk Series: New Products – Taste of Altprotein, Mastering the Market

The international business webtalk series ‘update’ discusses the most pressing issues of the ongoing protein transition. Based on the latest news, data, and facts, the future of the industry will be put forward and discussed with key market players in this series of talks. New Products: Taste of Altprotein, Mastering the Market May 15th, 10:30 AM CT (CHICAGO) | 5:30 PM CEST (BERLIN) | 4:30 PM GMT (LONDON) Join us for a dynamic web talk exploring the latest innovations, trends, and go-to-market strategies in the alternative protein sector. This session will dive into emerging consumer demands, cutting-edge product development, and the evolving retail landscape. Among other key topics, the session will highlight brand building and B2B marketing—sharing actionable insights on how to position alt-protein products for success through strategies such …

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light bulb communication

© Sergey Nivens - stock.adobe.com

Protein Forward Summit Urges Industry to Step Up Communication on Alternative Proteins

At the Protein Forward Summit hosted by Planteneers and Food Harbour on April 3, 2025 in Hamburg, communication around alternative proteins was one of the topics discussed on stage and in individual discussions. The consensus was unanimous: The industry needs to communicate much more than it does now and focus on the benefits of alternative proteins, such as health and environmental benefits and of course: animal welfare aspects. The efforts and investments made so far would not be enough to trigger a change in diet towards more plant-based proteins on a broad front in the foreseeable future. On the one hand, industry communication with politicians and other stakeholders must be intensified. The aim should be to anchor the need for social change towards the use …

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Pulmuone limited edition packaging

© Pulmuone

Pulmuone Launches Limited-Edition Earth Month Packaging for Tofu and Kimchi Products

Pulmuone, a major producer of tofu and plant-based foods in the United States, has rolled out limited-edition packaging for several of its product lines during April in recognition of Earth Month. The temporary designs are being used on products sold under the Nasoya, Pulmuone, and Wildwood brands and include tofu and kimchi items available nationwide. “Sustainability is a core value, from our responsibly sourced ingredients to our efforts to make plant-based eating more accessible. With this year’s Earth Month campaign, we hope to inspire more consumers to consider the environmental benefits of plant-based foods,” said Ellen Kim, director of marketing communications & consumer insights at Pulmuone. Pulmuone Foods USA, a subsidiary of Pulmuone in South Korea, produces a wide array of tofu and Asian-style products …

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Beyond Meat La Vie

© Beyond Meat X La Vie

Beyond Meat and La Vie’s ‘Brandmance’ Leads to New Burger and Joint Campaign in the UK

Beyond Meat and La Vie, two leading plant-based food companies, have announced a new partnership following a playful exchange on social media. The brands, which focus on plant-based meat alternatives, have come together to promote animal welfare and encourage consumers to explore plant-based options through a joint marketing effort. The collaboration includes the launch of Beyond Meat’s “All Taste, No Worries” campaign, which features Barbara the cow. This campaign follows a similar approach to La Vie’s “Relax, it’s plant-based” campaign, which showcased Leon the pig. Both advertisements center on a scenario in which a person prepares a meaty dish, only for the animal typically associated with that meat to appear anxious. The twist comes when the viewer learns the meal is actually plant-based, aligning both …

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Peet's Coffee

© Peet's Coffee

Peet’s Coffee Removes Plant-Based Milk Surcharge Following PETA and Paul McCartney Push

Peet’s Coffee will no longer charge an extra fee for plant-based milks, following pressure from animal rights group PETA and public support from Sir Paul McCartney. The announcement comes after PETA launched a national campaign urging the coffee chain to stop penalizing customers who opt for vegan milks, such as almond, oat, and pea-based varieties, instead of traditional cow’s milk. Peet’s currently charges at least 80 cents more for plant milks, a practice that PETA has criticized for contributing to environmental damage and animal welfare concerns, including the separation of mother cows from their calves. PETA’s campaign included a social media blitz, targeted billboards near Peet’s locations, and protests. The group argued that the upcharge on plant-based milks was inconsistent with Peet’s stated commitment to …

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Rosie Bambaji HAPPIEE!

Rosie Bambaji © HAPPIEE!

HAPPIEE!: “Plant-Based Seafood Has the Potential To Drive the Next Wave of Transformation”

HAPPIEE! is a Singapore-based company specializing in plant-based seafood alternatives, including shrimp and squid. Since entering the UK market in 2023, it has secured listings in major retailers and is working to expand consumer awareness of plant-based seafood. Rosie Bambaji, Marketing Lead at HAPPIEE!, has over a decade of experience in food retail, including roles at Tesco and Sainsbury’s. Her expertise in category management and brand growth has been instrumental in securing national retail listings and increasing consumer awareness of plant-based seafood. In this interview, Bambaji discusses HAPPIEE’s market positioning, the challenges of consumer adoption, key trends in plant-based seafood, and the brand’s strategy for continued growth. To start, can you tell us about HAPPIEE! and what makes the brand unique in the plant-based seafood …

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Verdino announces rebranding strategy

© Verdino

Romanian Plant-Based Meat Company Verdino Announces New Rebranding Strategy

Verdino, a Romanian producer of pea protein-based meat alternatives, has announced a new rebranding strategy that aims to strengthen its market position. The updated brand identity has been developed based on quantitative research conducted by the company last year, which highlighted that consumers are interested in products made from vegetables and different types of plant protein. Respondents wanted options that were healthy and easy to integrate into their daily routines. Based on this research, Verdino has developed a new logo that looks like a broad smile, along with the slogan “Live. Life. Green”. The branding aims to create an emotional connection with consumers, while symbolizing the joy of eating well and benefiting the planet. Verdino is also working to update its recipes, making its portfolio …

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Oatly Coffee Bean & Tea Leaf

© Oatly

Oatly to Give Away 20,000 Free Oat Milk Coffees Across the UK Following Positive Taste Test Results

Oatly has launched a new 360 integrated campaign that will see the brand give away 20,000 free coffees made with its Barista Edition oat milk across the UK. Throughout March and April, Oatly will tour major cities such as Bristol, Birmingham, Edinburgh, Leeds, and Glasgow, giving out Oatly flat whites to passersby who may not previously have had an opportunity to try the brand. The campaign comes after a recent blind taste test* compared coffees made with oat and cow’s milk, finding that up to four times as many consumers prefer the taste of oat milk than currently purchase it. This could potentially amount to tens of millions of people UK-wide. Cafe collaborations In the cities visited by the taste test van, Oatly will also …

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Just Egg launches at New York bodegas in Bird Flu Bailout campaign

© Just Egg

Just Egg Breakfast Options Offered at 50+ New York Bodegas in “Bird Flu Bailout” Initiative

As bird flu continues to drive historically high egg prices and shortages across the US, Just Egg and Plantega have partnered to launch a new initiative called the Bird Flu Bailout. The campaign will see over 50 independent New York bodegas offer plant-based takes on classic bodega breakfasts such as bacon, egg and cheese sandwiches. Each breakfast item will be made with Just Egg’s plant-based egg alternative, and Bird Flu Bailout customers will also receive $2 off Just Egg’s retail products. As the bird flu crisis continues, Just Egg says its sales are surging, reportedly growing five times faster than chicken eggs and five times faster than last year. 90% of buyers are not vegan or vegetarian, and repeat purchases have reached over 54%. “Folks …

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