When consumer attention is brought to the impact on the planet caused by the foods they eat, it can have a considerable effect on their purchasing choices.
Essentially, the general public is conscious of the effects of emissions on climate, and if a swap to an equivalent, plant-based product is made simple for meat-eaters, the majority are prepared to alter their consumer behaviour in order to make a positive impact.
A recently activated OOH campaign by UK brand Meatless Farm, featuring billboards with the slogans “Fry this, not that”, and “Sizzle this, not that”, brought public awareness to the impact caused by their meat consumption, in a non-preachy way that offers a simple and appealing swap.
A consumer survey around the campaign found that the billboards prompted 67% of meat-eaters to respond that they would happily swap an animal-based burger for a plant-based equivalent during BBQ season, having been made aware of the positive impact it would make.
“Our dietary choices have a big impact on the planet”
Meatless Farm, acquired last year by VFG, highlights in its messaging that a swap to eating one more plant-based meal per week would help cut the UK’s greenhouse gas emissions by 50 million tonnes — the equivalent of removing 6 million cars off the road, or a reduction of up to 8.4% in the UK’s total greenhouse gas emissions*.
Furthermore, calculations from My Emissions show if 67% of meat-eaters in the UK made the switch from a beef patty to a Meatless Farm burger patty just once a week, the yearly savings of carbon emissions would be equivalent to driving to the moon and back 19,221 times.
A study published last year in Nature, described as the most detailed research of its kind, revealed that low-meat diets create half the emissions and land use of high-meat diets, while a vegan diet can halve these figures again, leading to a 75% reduction. The study’s author, Professor Peter Scarborough of Oxford University, stated at the time, “Our dietary choices have a big impact on the planet. Cutting down the amount of meat and dairy in your diet can make a big difference to your dietary footprint”.
When consumers recognise the value of a simple swap
Meatless Farm Head of Marketing, Abigail Nelson-Ehoff, states, “The consumer reaction to the research behind our campaign shows a growing concern for the devastating impact of climate change across our planet and that most of us would make the change to plant-based to do our bit when we are given the facts.
“Animal farming is responsible for considerably more CO2 emissions than plant-based foods and barbecue season is a peak time for meat consumption, but even meat-lovers in this survey recognised the value in opting for plant-based when they understood the huge difference this simple swap can make – and of course that they wouldn’t have to sacrifice on taste!
“By making simple switches to plant-based alternatives, like Meatless Farm, we can do our bit to protect the home we love – we can keep sizzling delicious sausages, without sizzling our planet.”
Carbon ratings for Meatless Farm Burgers and Sausages were tested vs their meat counterparts by leading carbon accounting platform, My Emissions, to measure and compare the climate impact of both. The results for the Meatless Farm Burgers with 85% lower emissions than beef and the Meatless Farm Pork & Apple Sausages with 57% lower emissions than pork are highlighted in Meatless Farm’s advertising campaign which will run across billboards in a key city locations.
*Source: Attest Research, 2024
