Allplants, the B-Corp food brand challenging the concept of traditional ready meals, is celebrating some of the nation’s best-loved foodie classics with the help of artificial intelligence (AI).

Using AI creative apps Midjourney and Photoshop Generative Fill, the brand’s in-house creative team reimagined classic fast-food adverts using on allplants healthier dishes.

The campaign features revamped versions of iconic and recognisable adverts from the 1950s-1990s from fast food brands such as Burger King, McDonald’s and Chef Boyardee.

“The visual style of these ads is from an era when fast food and ready meals shot up in popularity. We wanted to use this aesthetic to make a point of reimagining ready meals that are classic in flavour but better for you and the planet,” explained allplants creative lead Stephanie Johnstone.

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The new visuals are presented side by side with the originals and aiming to call out the fast-food industry giants for the ‘outdated’ nature of ultra-processed ready meals in today’s climate.

Johnston added: “AI is similarly a taste of the future, and it was really fun to use new tools to make the ads distinctively ‘allplants’, through our core brand properties of sunshine yellow and bright packaging.”

Established in 2016, co-founder Jonathan Petrides explained to the Evening Standard’s that the brand was introduced as a response to the ‘negative impact that animal agriculture’.

The campaign follows in the wake of a growing tend of brands turning to AI for creative purposes. Recently, both Ogilvy and the GOOD agency have called for transparency around the sector’s use of artificial intelligence through proposals like AI watermarks and ethical fair use charters.