The world’s most famous meat eaters turning vegan because of Alpha Foods? That’s funny. That they’ve launched a (fictional) class action against Alpha Foods because of their new meatless cravings? That’s a viral topic. Mischief @ No Fixed Address has come up with such a striking way to promote Alpha Foods plant-based products and tempt even ardent meat lovers.

The famous meat-eaters are pixelated but you know who they are. The clown states, “I got duped into becoming vegan and it makes me sad. It’s my job to be happy. So I’m suing for lost wages.” The man with the Sothern accent complains, “After I started eating Chik’n nuggets from Alpha Foods, I couldn’t help myself…Deadgummit, if they didn’t turn this old man into some kind of hippy vegan.”

The campaign doesn’t stop at promising the satisfaction of “meatiness”. It encourages “anyone turned vegan by happenstance” to seek compensation. In reality, it’s a sampling driving) for a free Alpha Foods burrito or a $1 coupon for any Alpha Foods product.

The campaign follows a US survey of 2,005 adults 18 years and older by The Harris Poll on behalf of Alpha Foods in August 2021 which showed that 68% have tried plant-based food, more than 50% say “the future of food is plant-based” and 83% of plant-based food eaters plan to maintain or increase consumption in the next year. 

Hunter Fine, creative director at Mischief, stated, “We loved having fun with the idea that America’s most dedicated meat-eaters are disturbed and confused by how much Alpha’s plant-based products taste like real meat. These days unhappy consumers usually complain on the internet, or they sue. We went with the second option.”