Plant-based food brand THIS is bringing its traditionally humorous brand voice to TV screens throughout Veganuary with what it set to be its largest advertising campaign yet.
Developed in partnership with London-based agency St Luke’s, ‘THIS Changes Everything’ will aim to shift the alternative food brand onto its next phase of growth by targeting people who love eating meat but want to cut back without compromising on taste.
Directed by Apostle Studios’ Glenn Kitson, the 40-second spot will home in on the quality taste of THIS products and is shot in a firmly tongue-in-cheek mockumentary style.
“From our very first meeting, where we learned about their business and creative ambitions, to tasting their incredible range of meat-free products, we knew THIS truly does change everything,” St Luke’s joint chief creative officer, Rich Denney said.
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“With that in mind, we set out to create a brand idea as bold and memorable as the products. Working with them to reach this launch has been a lot of fun, and there are even more exciting things to come, so be sure to watch THIS space”.
Breaking today (6th January), the film will run across selected ITV regions and ITVX, whilst supporting out-of-home assets will be visible on London Underground, at national railway stations and the roadside large digital format in London’s Shoreditch.
THIS CEO, Mark Cuddigan added: “We’ve always believed the plant-based category should be bold, cheeky and unapologetically fun. And we think the campaign achieves that, and more – it flips the whole script. THIS changes everything, and we’re here to prove it.
“If we can get people laughing and rethinking what they put on their plates this Veganuary, that’s a win. 2025 is set to be a big year for us, with exciting NPD [new product development] on the horizon. It’s time to push boundaries and drive radical collaboration across the industry – because together, we can have more impact.”
