Meatless Farm, the UK’s fastest growing next generation plant-based brand, has invested £1.5million in its largest ever advertising campaign. The M*** F*** campaign is a step change for the brand which has built a loyal following on social media but is now aiming to grow its market share by targeting meat eaters who made the swap during lockdown.

  • The UK’s fastest growing plant-based brand is setting its sights on helping people make the switch to meatless permanent with its latest marketing campaign
  • The £1.5m M*** F*** campaign is supported by new TV and radio adverts and outdoor advertising including sponsored electric cars, as well as social media and PR
  • Meatless Farm’s sales have grown 179% year on year[1] on the back of over a third of Brits saying they have eaten more plant-based food during lockdown[2]

Meatless Farm will support the new campaign with traditional print advertising, 12 branded electric cars driving through London, billboards, bus signs and a radio advert. The campaign also marks Meatless Farm’s second foray into TV advertising, with a brand-new TV advert set to feature on Channel 4 throughout August and September. The advert will be the second the company has produced in the last six months after seeing consumer demand for plant-based meat-alternatives increase. The on-pack branding will also get a re-vamp with the new messaging to further support the playful M*** F*** strapline.

Michael Hunter, Chief Growth Officer at Meatless Farm said: “Throughout lockdown we’ve seen a surge in sales, with more and more Brits trying or considering making the swap to plant-based, even if it is just once a week.  We felt the nation needed a bit of a lift as it’s been a tough time for everyone, so more than ever we wanted to create something light-hearted and fun that consumers would remember when they are looking for alternatives to meat.”


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