Plant-based milk products brand, Rebel Kitchen, has added its voice to critics of Trump. In fact, it’s calling him “an ass” and telling him to “F OFF” in its ads. The Rebels (as the brand’s founders call themselves) are using their device of hidden messages in ads to deliver the brand’s opinion in its Veganuary campaign – a series of billboards and roadside ads in the UK. The brand’s hidden messages (which are usually tongue-in-cheek jibs at dairy) will also be revealed on social media.
One of the billboards reads, “Nothing trumps a nice glass of Mylk” but is reduced to read, “Trump’s an ass”.
Co-founder and owner, Ben Arbib, stated, “From our no-compromise Mylk recipe to our consumer messaging, we never settle. We are rebels with a cause, so we take risks and never shy away from telling it like it is.”
The campaign coincides with the launch of the brand’s new Organic Barista Mylk during the UK’s most popular Veganuary yet. 500,000 people have signed up to this year’s Veganuary challenge in the UK.
The brand prides itself on doing things differently. It also has a stated mission the be “rebels with a cause”. It says, “As Rebels, we question received wisdom and demand that we all rethink our unsustainable approach to health, nutrition, consumption, agriculture and manufacturing.” The brand is also 100% carbon neutral, donates 1% of its revenue to projects that support regenerative organic agriculture and is a certified B Corporation.