Meatless Farm’s TV ad campaign to showcase its ‘meatiest’ products

The Leeds-based food firm claims that its new pea protein recipe for fresh burgers and sausages is much closer to the taste and texture of meat.

The TV campaign will run across all Channel 4 channels, linear and digital, and features family favourites such as chili, meatballs and burgers, using meatless substitutes.

The firm said the “Try it” campaign will show the versatility of Meatless Farm products and that there doesn’t need to be a compromise on taste when going meat-free. The campaign targets meat-eating Gen Z and Millennial families. The 30 second advert, along with 20 second and 10 second ads, will run during prime-time spots, including Gogglebox episodes throughout May and June.

Meatless Farm is gearing up for an expected surge in trading as the loosening of lockdown restrictions coincides with the start of the BBQ season.

The next generation products are made using pea protein and the brand is focused not just on vegans, but the 54 per cent of UK consumers who are looking to reduce their meat consumption.

The new recipe sees the removal of soya, making it allergen free whilst preserving its high protein and fibre content alongside low levels of saturated fat.

Meatless Farm recently reported year-on-year sales growth of 210 per cent, driven by consumer demand for healthier, more environmentally friendly food, and is expanding internationally.

The firm has invested heavily in new product development, which is headed up by ex-Unilever food scientist Dr Pete Hynes. The group is using a team of chefs and food scientists to innovate in a new, on-site test kitchen.

Morten Toft Bech, founder of Meatless Farm, said: “Since launch, our purpose has been to help people eat a little less meat in order to create a more sustainable food system.

“Taste and texture are the biggest barriers to trial for meat eaters which is why we are very excited to launch our meatiest recipe yet.

“We’ve seen a shift in consumer attitudes towards plant-based food, it’s not a vegan niche but becoming a mainstream movement. More than seven out of 10 people make repeat purchases of our products and we are predicting that as more people try our great products even more will buy them again and again.”

The TV campaign will be supported by PR, digital advertising and social media.

The company is also growing rapidly outside the UK. Last week former senior Lidl executive Erwin Meijer joined the firm to head up a European hub in Amsterdam to manage the ambitious expansion plans.

The food maker has also opened a North American office in New York and an Asian bureau in Singapore and now employs more than 80 people worldwide.

The firm was recently recognised by the industry for its innovation, being awarded best emerging business at the Food and Drink Federation awards.