Ad of the Day: Plant-based meat brand This drops mockumentary-style Veganuary campaign [Video]

‘This Changes Everything’ by St Luke’s is brand’s biggest advertising campaign yet.

To promote its meat-free sausage during Veganuary, This uses humor to show how impressed people can be by eating a meat alternative.

The ‘This Changes Everything’ campaign is shot in a mockumentary style using 35mm film. The plot follows a female real estate agent who loves her career, but everything changes with one bite of This’s plant-based sausage. After tasting the meat alternative, she thinks anything is possible and changes her life in real estate for life as a wingsuit flyer but with unfortunate consequences.

The creative agency St Luke’s is behind the campaign after being appointed by This in October as the lead agency responsible for all brand communications. It’s the brand’s biggest advertising campaign since its launch in 2019 and the launch coincides with the rollout of fresh branding and packaging.

The 40-second spot was directed …

Tags Ad Campaign, Ad Strategy, Global, Global Marketing