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 …