Food-tech company Eat Just, creator of the vegan egg product, debuted two new television commercials as part of the campaign, starring Williams and Gyllenhaal respectively.

The adverts, narrated by actor JB Smoove, poke fun at the lengths celebrities go to in order to maintain their health and fitness. But with JUST Egg, the commercials suggest, eating healthily (and sustainably) is easy.

Like all plant-based foods, JUST Egg is completely free from cholesterol. It also contains 69 percent less saturated fat than chicken eggs, and boasts five to seven grams of protein per serving (depending on the product).

The eggs, made from mung beans, are also kinder to the planet. As of April, Eat Just had sold the equivalent of 250 million eggs, saving 9.1 billion gallons of water in the process.

It also spared 43.6 million kilograms of CO2e and 13,446 acres of land.

Celebrity endorsement

Speaking about the campaign, Williams said: “I eat to live, so JUST Egg helps me feel and perform better. But it’s also delicious – I don’t think my family can even taste the difference between JUST Egg and chicken eggs.

“I’m also all-in on the mission: how can we make healthy, sustainable options accessible to everyone?”

The athlete, who has 23 grand slam victories to her name, is also a shareholder in the company, something Williams says she’s “proud” of.

“JUST Egg is making a real difference,” she added.

Gyllenhaal – who has worked on near to 60 movies, including Donnie Darko and Nightcrawler – is also an investor in the brand.

“I’m excited to be partnering with JUST Egg,” he commented. “I’m eating more plant-based for my health, and JUST Egg makes it easy and delicious.

“I also recognize the impact our food system has on our planet, so JUST Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”

The new ads will air on television in major markets, including Chicago, Los Angeles, and New York City. They will also appear nationwide on connected TV platforms and social media, while billboards of the collaborations will pop up in hard-to-miss locations.

The post Serena Williams And Jake Gyllenhaal Star In New TV Adverts For Vegan Eggs appeared first on Plant Based News.

The “Hell of a Steak” commercial – which comes from non-profit organization Vegan Friendly UK – aired during the Eurovision Song Contest in Israel on Saturday night. It’s set to appear on UK screens this week, and it will likely be shown in the US in the coming months. 

The ad features a group of diners pondering what to order at a restaurant named “Meat Out,” with one of them enquiring about a dish called “Hell of a Steak.”

The waiter then tells him: “I’m glad you asked… You won’t believe what we go through just to bring it to your plate.” 

He then goes into detail about the environmental costs of raising just one cow, explaining that it takes a piece of land about the size of three football pitches, 800,000 gallons of water, and 18,000 pounds of feed.

Throughout his explanation, the diners are covered in water and hay, before a single cow enters the restaurant and approaches their table.

The waiter finishes by saying: “Can you believe it? So many resources… And don’t get me started on the greenhouse gases.”

The diner then tells the waiter: “I don’t want to know the price,” to which the waiter ominously responds: “I’m sure you don’t. It’s a heavy price to pay.”

Animal farming and the environment

Noga Bronsky, CEO of Vegan Friendly UK, told Plant Based News that the advert is a “comical and high-level production” that “focuses on the harmful impacts of the meat industry on the environment and its connections to climate change.”

Animal agriculture – particularly cattle farming – is catastrophic for the environment in a number of ways.

Farmed cows produce around a third of the world’s methane emissions when they burp and fart, which is one of the main greenhouse gases responsible for global warming. They are also a leading cause of deforestation and land and water use. 

The advert follows in the footsteps of another highlighting the animal cruelty inherent in meat consumption, which was also released by Vegan Friendly earlier this year. It encouraged viewers to “make the connection” between the food they eat and the animals who suffered and died for it. 

The post WATCH: Vegan Commercial Aired During Eurovision To Be Shown Around The World appeared first on Plant Based News.

In each decade, Hart serves up a Beyond Meat burger to comedian Will “Spank” Horton.

“Traditions keep us connected to our past, but we have to make decisions for our future,” he says in the commercial. “We’ve gotta go beyond tradition, make changes that are better for the planet.”

“Eating plant-based is actually fighting climate change,” he continues. “Sometimes we don’t look for the most obvious things we can change, and I don’t know why. Some things should be easy, like eating Beyond Meat. Changing the world one burger at a time.” 

Changing up traditions

Founded in 2009, Beyond Meat’s products hit the shelves for the first time in 2012. While the brand’s products are entirely plant-based, its target audience is not vegans. Instead, it wants to encourage more meat-eaters to swap out beef burgers for plants.

And it’s working. In 2018, the brand released data revealing that 70 percent of its customers were actually meat-eaters.

With the new Hart commercial, Beyond Meat is continuing to nurture that customer base. 

“Our consumer testing found that Kevin resonated with non-plant-based consumers,” Beth Moskowitz, Beyond Meat’s chief brand officer, told Adweek. “He makes plant-based eating very approachable.”

Hart’s decision to show a backyard barbecue in the commercial was intentional. For many, it’s a summer tradition where friends and family gather to eat a meat-heavy feast. But Hart, who has reduced his own meat intake, maintains it doesn’t have to be that way.

He said: “I love that my family and I can enjoy all the foods we love, like grilled burgers in the backyard, but do so in a way that’s better for us without feeling like we’re sacrificing anything.”

The video (and shorter variations of it) will appear on digital, social, and connected TV, as well as TikTok. Beyond Meat and Hart will also host pop-ups and sampling events together to promote the products.

The post Kevin Hart Teams Up With Beyond Meat For New TV Advert appeared first on Plant Based News.

Tom Bursnall, director of plant-based food company Miami Burger and producer of the advert, expects it will spark conversation and backlash.

Bursnall created the 30-second ad in collaboration with the charity Vegan Friendly.

See the ad in full below:

Making the connection

The ad encourages viewers to “Make the Connection” between the food they eat and the animals it is sourced from.

It centers on a group of people as they lament topical animal welfare issues such as plastic in the ocean, bullfighting, and wet markets, all while tucking into a hearty, meaty meal.

“Plastic straws are ruining the oceans. The poor fish don’t stand a chance!” one woman says, before taking a bite of fish from the plate before her.

As she does, the commercial switches to images of fish moving down a processing line and being graphically butchered. It then switches back to a close-up of the woman’s mouth tearing fish off her fork with her teeth.

“They just don’t care about animals like we do, babe,” her husband responds, taking a bite of pork. The camera switches to a piglet kept in dire conditions, meat being butchered, and blood splashing onto a takeaway container.

Cognitive dissonance

Speaking to Plant Based News (PBN), Bursnall elaborated on the concept:

“Utilizing uncomfortably close-up camera shots and interwoven clips of animals being slaughtered for consumption, the cognitive dissonance reaches a crescendo as one character opines: ‘can’t we treat all living things the same, please?’”

“All of the actors are vegan and did their work at a discount to help the cause,” Bursnall noted. “We also only used vegan food, of course!”

The advert ends with the three people looking down at their food in disgust as they begin to make the connection.

Then there is a link to maketheconnection.io, a page hosted by Vegan Friendly that gives meat substitute recommendations, along with health and animal welfare information. 

Produced by creative agency Hotwolf, the commercial will feature across high-profile UK channels such as Channel 4, Sky Max, and Sky Cinema over the next few weeks.

This is in order “to highlight the hypocrisy of self-proclaimed animal lovers who still eat meat,” Bursnall said.

Vegan Friendly partnership

The ad comes just over a year after Vegan Friendly’s last commercial aired on the UK’s Sky and Channel 4.

The ad caused outrage and attracted more than 200 complaints.

“I envisage this one generating more,” Bursnall told PBN, referring to the latest project.

The ad was originally aired in Israel. There, it reached three million people, approximately 35 percent of Israel’s population. An edited version hit UK TV screens after Bursnall launched a crowdfunding campaign to pay for a primetime slot.

“I want everyone who watches TV, Video on Demand, and YouTube to see this advert,” Bursnall said last year. “The aim is to help awaken millions of people from the cognitive dissonance slumber we humans have regretfully found ourselves in.”

“I will stop at nothing to get these stirring videos in front of millions of people,” he added. 

The new “Make the Connection” advert comes a month after another vegan charity, Viva!, launched its “Takeaway the Meat” campaign.

The ad – which sees a piglet delivered to a couple who ordered pulled pork from the mock food delivery app, “Just Meat” – debuted on Channel 4 on Valentine’s Day, reaching an estimated 16 million viewers.

The post WATCH: The New Vegan TV Ad That’s Expected To Outrage Meat-Eaters appeared first on Plant Based News.

The 30-second clip shows a couple deciding to have pulled pork for dinner. Cuddled up on a sofa with their dog, the pair place an order on a delivery app called Just Meat.

“I’m so hungry I could eat a horse,” one comments. When the delivery driver arrives, he is accompanied by a young piglet, and offers the couple a complimentary butcher’s knife. “Just Meat, delivered fresh to your door,” he tells them.

The advert’s closing statement reads: “Animals are not just meat.” And encourages viewers to “try going vegan.”

Viva! hopes the video will help people draw comparisons between the animals we live with, whom we call our pets, and the ones we consume as food.

Viva!’s pro-vegan advert

The advert was made possible after a successful crowdfunding campaign held by Viva!, which raked in £80,000. The animal protection charity expects the ad to reach around 16 million viewers.

“To be a catalyst for change we recognise that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible. By broadcasting our first ever vegan TV advert on mainstream television, we’re hopeful we can give veganism the airtime it needs!” Juliet Gellatley, founder and director of Viva!, said in a statement sent to Plant Based News.

“Most people in the UK despise cruelty to animals, yet simply don’t make the connection between animal cruelty and what is on their plate. If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.”

Indeed, research indicates that consumer awareness can influence food habits. A recently published study found that students who learned about how factory farms produce meat are more likely to cut down on meat consumption.

But the implications of eating animals span further than animal welfare, Viva!’s Gellatley warns.

“In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet. It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world’s transport sector,” they commented.

“With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.” 

For more information about when and where Viva!’s vegan advert will air, see here.

The post New Vegan TV Advert To Reach 16 Million People In The UK appeared first on Plant Based News.

In total ASA received 109 complaints about the environmental claims made in Oatly’s 2021 ad campaign. Along with complaints from the general public, A Greener World, which promotes sustainable solutions in agriculture, complained about Oatly’s advertising.

The complaints focussed on claims made by Oatly in a number of press, social media, and TV ads that used the slogan: “need help talking to dad about milk?”

Not enough evidence for environmental claims

The ads compared the carbon footprint of Oatly’s milk with dairy milk and also compared vegan to omnivorous diets in general. But the ASA ruled that there is not enough evidence to back up most of the ad’s claims.

One of the TV ads subject to complaint, which was broadcast on January 21, featured a man sneaking into his home and putting a bottle of traditional milk in the fridge. He gets interrupted by his son, who questions his choice of milk, followed by an on-screen text that read: “Oatly generates 73 percent less CO2 vs. milk, calculated from grower to grocer.”

The ASA said the ad was misleading because Oatly based the claim on comparing one of its products, Oatly Barista Edition, with full cream milk. They claimed that consumers would understand the claim to include all Oatly products.

A related Tweet a few days later included the caption: “The dairy and meat industries emit more CO2 than all the world’s planes, trains, cars, boats, etc., combined.”

The ASA said that consumers would understand this to mean that worldwide, the transport industry had a lower environmental impact than the meat and dairy industry. They said the claim overstated emissions from the meat and dairy industry compared to the transport industry.

As such, ASA said that Oatly didn’t compare like for like in terms of the lifecycle of agriculture and transport. 

‘Misleading’ claims

A third issue investigated by ASA related to complaints about a national press ad. In the ad, Oatly stated: “Today, more than 25 percent of the world’s greenhouse gasses are generated by the food industry, and meat and dairy account for more than half of that”.

The ASA said this claim was misleading because Oatly held meat and dairy to include fish and eggs, whereas consumers might assume it referred to a narrower definition.

A further issue related to Oatly’s claim that: “Climate experts say cutting dairy and meat products from our diets is the single biggest lifestyle change we can make to reduce our environmental impact.” 

This was found to overstate the evidence and the ASA said the claim was misleading.

ASA did not uphold complaints about a fifth claim. It read: “If everyone in the world adopted a vegan diet, it would reduce food’s annual greenhouse emissions by 6.6bn metric tons (a 49 percent reduction).” The regulator said this was substantiated by a report from the Institute for Climate Economics.

Oatly’s advertising

The company is well known for its outspoken approach to marketing. This is seen with ads often referencing the negative environmental and health impact of animal products. 

The alt-milk brand has also used unusual tactics for TV ads. Such as hypnotic spirals, pendulums, and subliminal messaging, intended to keep its oat drinks in the mind of consumers.

Most recently Oatly’s advertising has centered on a mini-series called The New Norm&al Show. This features oat-drink carton puppets trying to transition to a plant-based diet.

The post Oatly Adverts Banned By Watchdog Over ‘Misleading’ Environmental Claims appeared first on Plant Based News.

The Advertising Standards Authority (ASA) called on the company to remove the ads because they allegedly breached rules about health assertions.

This was because they advocated a vegan lifestyle, speaking of the benefits of adopting plant-based eating.

Meatless Farm forced to remove ads

Posted on Facebook, the ads contained claims that plant-based diets improve mental and physical health, and make you “stronger.”

They featured a firefighter and nurse.

Additionally, one included text that read it was “no longer a secret that a plant-based diet has a positive influence on your wellbeing.”

Stirring the complaints was the Agriculture and Horticulture Development Board (AHDB), which is funded by British farmers.

According to Farming UK, the organization sought to “challenge misinformation,” and encourage a “level playing field” within advertising.

Head of media at AHDB is Phil Maiden. They told the outlet: “Advertising rules are there to ensure fairness and transparency for consumers. In which, AHDB takes an enormous amount of time and effort to ensure compliance.”

Plant-based advertising

A spokesperson for ASA reportedly revealed: “Our rules state that claims which refer to the general benefits of a nutrient or food for overall good health or health-related wellbeing are only acceptable if accompanied by a relevant authorized health claim,” The Grocer reports.

But Meatless Farm maintains it is part of the organization’s “ongoing campaign” against alternative protein.

Moreover, the nurse featured in the ad is a “real nurse” and was sharing her own positive experience on a plant-based diet.

A company spokesperson told PBN: “Our quest at Meatless Farm is to make it easier and tastier for people to reduce their meat consumption for the demonstrable benefits of the planet and their health, so we will continue to share all of the inspiring evidence and information that supports that ambition.”

Additionally, claims made in the ad were based on a recently published scientific study. This was about how plant-based foods positively improve the gut microbiome.

And, while the farming organization celebrated the removal as a win, Meatless Farm claims the ad had in fact finished its run before the complaint was made. 

The post Meatless Farm Forced To Remove Plant-Based Ad Following Meat Industry Complaint appeared first on Plant Based News.

Now available at Sainsbury’s stores across the UK, the pack is also part of a soaring advertising campaign.

Violife Vegan BBQ Pack

The Vegan BBQ Pack comes complete with Mediterranean Style Block, Greek White, and new BBQ Slices.

All are made with a coconut base and additional vitamin B12. Moreover, the new BBQ Slices are flavored with red pepper and garlic.

In a statement announcing the news, Violife said: “We know the only thing that can make a BBQ with your loved ones even better, are the right ingredients to make tasty food for everyone. 

“That’s why we’ve put together an exciting Violife BBQ Pack with some of our favorites – to make a beautiful sunny day also incredibly delicious.”

Advertising drive

Violife’s latest launch coincides with a marketing drive, which it launched earlier this week.

It consists of a short television advert depicting a barbeque and playing on the question ‘whoever said barbeques can’t be vegan?’

Moreover, the ad shows the capabilities of vegan cheese. It seeks to show people that the taste, texture, and melt of cheese are not lost when switching to vegan.

It also comes as COVID-19 restrictions ease in the UK, prompting people to get ready for gatherings across the barbeque season.

The clip has already received over 180,000 views in just three days. And, it screened on Channel 4 and Sky.

Vegan cheese

Violife has increased its product portfolio following successful sales. Its line includes Epic Mature, spreadable Creamy, Original Grated, Smoked Gouda Slices, and Cocospread.

As well as being a household name in the vegan cheese market, Violife is also available across the restaurant chain, Pizza Hut.

You can find out more about Violife’s products via its website here

The post Violife Unveils New Multipack And Marketing Drive To Promote Vegan Cheese For BBQ Season appeared first on Plant Based News.

In Israel, it reached a whopping 35 percent of the population – and was the first pro-vegan ad to screen in the country.

‘Couldn’t be more proud’

Vegan Friendly said it ‘couldn’t be more proud’ when it announced the news on Instagram,.

The organization worked on the video for months, in the hope it would encourage people to adopt a vegan lifestyle.

On social media, it secured more than eight million views, and was shared thousands of times.

In the UK, it aired on Channel 4 and Sky News with views spanning five million. It also reached Nat Geographic, Food Network, and Sky Nature screens.

Vegan Friendly said it hopes the ad will keep reaching people and help them ‘make the connection’.

Vegan Friendly’s success

‘A more compassionate world’

When the ad exceeded one million views last November, Vegan Friendly’s head of campaigns said she believes the ad will help people ‘think about the future they want to live in’.

In a statement sent to Plant Based News at the time, Louise Davies added: “Veganism is a lifestyle taken up by those of us who believe a kinder, more compassionate world can be created… That whatever small part we can play is worth it.”

More recently, the organization fought against thousands of complaints made to the Advertising Standards Authority.

Vegan Friendly stated: “The discourse around animal rights is getting stronger, the moral, ecological and health aspect is already everywhere. Today, in 2021, it is no longer necessary to remain silent!”

The post Viral Pro-Vegan Advert Secures Over 15 Million Views In The UK appeared first on Plant Based News.

Last month, the Agriculture and Horticulture Development Board (AHDB) launched its We Eat Balanced campaign to highlight the alleged ‘nutritional benefits of enjoying red meat and dairy’.

The campaign, which costs £1.5 million, consists of an advert currently running on UK TV. It aims to showcase the UK’s world-class standards in food production and sustainability. There are three different endings featuring dishes using beef, lamb, and pork. All of which include a dairy accompaniment.

Speaking about the campaign, AHDB’s Head of Marketing Liam Byrne said: “The nation needs a bit of a lift as it’s been a tough time for everyone. So, now more than ever we wanted to create a campaign that feels uplifting and reassuring for consumers who are increasingly being told by the media to reduce their meat and dairy consumption. 

“As such this is also a very important campaign for our levy payers as it tells the real story of food and farming from Britain.”

A ‘false narrative’

Now, The Vegan Society has put in an official complaint about the advert – saying it is ‘likely to mislead members of the public’. 

It says the ad’s ‘To B12 or Not B12’ slogan presents a ‘false narrative’ as it ‘suggests you can only have Vitamin B12 by eating animal products’. 

The Vegan Society points out that the vitamin is routinely supplemented on a vegan diet through fortified foods such as milk alternatives and cereals – and that B12 deficiency in omnivores is ‘not uncommon’.

Moreover, it believes the advert ‘is in direct conflict with government messaging around health, the environment, and supplementation’. 

‘Scare tactics’

Mark Banahan is The Vegan Society’s Campaigns Manager. In a statement sent to PBN, he said: “The AHDB has set out to mislead the public by denigrating the choices of people who don’t want to eat animal products. 

“Most vegans are aware of the need to supplement B12 in fortified foods or a vitamin supplement. And, by doing so, vegans can maintain a balanced diet.

“It is disappointing to see the ADHB resorting to such scare tactics in response to the growing interest in veganism and in reducing animal products.”

Ad remake

Since the campaigns debut, Plant Based News has remade the advert – showing the harrowing reality of animal agriculture. 

“We’ve all got a lot on our plates right now but here’s something you’ll want to make room for,” the new ad states.

“The story of a food so brutal it steals calves from their mothers and the flesh of creatures we humans incarcerate. Then, markets it as something edible. 

“The nutrients our bodies need to stay healthy exists in plants. Quit meat and dairy. Enjoy food without victims. Eat plant-based.”

Moreover, PBN’s co-founder Robbie Lockie, producer of the new ad, says he was ‘absolutely outraged’ by AHDB’s claims. 

“We’re in the midst of a climate crisis,” he said. “It is absolutely essential we cut our consumption of meat and dairy. “

Lockie then added: “However, the makers of the original ad claim they wanted to help people feel good. Because the media is ‘always trying to get people to eat less meat and dairy’. This is not only incredibly irresponsible, but it also denies the fact that animal agriculture is a leading driver for climate change.”

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