British plant-based food brand THIS has launched a new campaign called “F*RK RESOLUTIONS”, encouraging Londoners to “cheat on meat” with their products. Featuring a stylish character named Vivienne, the OOH campaign showcases THIS’s beef-style burger, pork-style sausages, and plant-based mince being enjoyed in paparazzi-style frames on billboards across the London Underground. The ads also offer a “Love it or your money back” promise, allowing commuters to scan a QR code, purchase a product, and receive a refund if they are not satisfied.

The campaign aims to steer away from the guilt-tripping health campaigns of January and instead focus on indulging in delicious and exciting food without restrictions. THIS recently reformulated their THIS isn’t Beef Burger to be juicier, meatier, and tastier, while also collaborating with Wagamama on a limited-edition dish featuring their bacon rashers. In addition to expanding their meat alternatives, THIS has introduced a Super Superfood whole food protein line and the UK’s first chickpea-based tofu. Marketing Director Debbie Epstein hopes the campaign will bring joy to consumers amidst the usual January health pressures.