Viva! to Offer Free Plant-Based Burgers in Major UK Cities for New “Halfway Heroes” Campaign

British animal rights charity Viva! has launched a new campaign called “Halfway Heroes”, encouraging meat-eaters to reduce their animal product consumption by going 50% plant-based. The campaign will focus on showing that eating plant-based doesn't mean sacrificing flavor, convenience, or comfort. As part of the campaign, a “Halfway Heroes Tour” will bring free plant-based burgers to major UK cities such as Bristol, Bath, Leeds, Manchester, and Oxford. 300 free burger samples will be served in each city, along with information on the environmental benefits of reducing meat consumption.


Viva! aims to attract a wider audience with this campaign, moving away from focusing solely on veganism and instead promoting a more achievable goal of reducing meat and dairy consumption. The campaign emphasizes taking action instead of striving for perfection, aiming to help individuals take the first step towards a more plant-based diet. Through humor, empathy, and delicious food, Viva! hopes to show that every small dietary change can make a significant impact on the planet.