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.
“If I can get a few more people to give plant-based a try, then I’ve done my job”
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 to be Burger King UK’s first-ever Chief Persuader – if I can get a few more people to give plant-based a try, then I’ve done my job”
Recent studies show a growing openness to plant-based foods among UK consumers. Nearly 60% of the population is willing to try plant-based foods, and 67% of those who once dismissed them now say that trying a quality plant-based burger, such as the Vegan Royale®, has changed their perspective.
“Give It a Go”
Wicks continued, “I’m not here to preach – just saying, give it a go. The Vegan Royale® is banging, and if you can enjoy a proper tasty burger and it happens to be plant-based, then why not?”
To promote the campaign, Burger King UK is offering a free Vegan Royale® with a minimum spend of £20 on UberEats or Just Eat, available until July 8.
