UK plant-based food brand, THIS™, has fought its way to the top with humour. New creative agency, St Luke’s, is taking that humour to TV screens during Veganuary with its debut campaign, THIS™ Changes Everything.
The new work is the biggest advertising campaign by THIS™ since it was founded in 2019 and aims to expand THIS™‘smarket by targeting people who love eating meat but want to cut back without compromising on deliciousness.
The hero mockumentary commercial was directed by Glenn Kitson through Apostle Studios, St Luke’s in-house production studio and is supported in social media, behind-the-scenes footage, and OOH activity with humorous disclaimers about things not included in the “changes everything” brand promise – like dog grooming abilities, with an image of a doleful chihuahua whose fur has been shaved into a mohawk, or your parcel being left in a safe place, which shows a large box unsuccessfully hidden under a small doormat.
The TV campaign runs from January 6 on selected ITV regions and ITVX and OOH on the London Underground, national railway stations and the roadside large digital format in Shoreditch. It coincides with refreshed brand and packaging, with updated typography and a new visual element of a blue sky filled with rays of sunlight from behind a cloud. The campaign also coincides with Veganuary, of which THIS™ is a Gold sponsor.
Ed Palmer, managing director at St Luke’s, stated, “As you’d imagine from a proud B Corp company, THIS™ has an incredible track record in sustainability and ethics. But THIS™ campaign is about tackling the die-hard sceptics who still believe meat alternatives can’t be delicious. And what better way to persuade them than by serving up a healthy portion of daft humour to chew on?”
Mark Cuddigan, CEO at THIS™, added, “We’ve always believed the plant-based category should be bold, cheeky and unapologetically fun. And we think the campaign achieves that, and more – it flips the whole script. THIS™ changes everything, and we’re here to prove it. If we can get people laughing and rethinking what they put on their plates this Veganuary, that’s a win. 2025 is set to be a big year for us, with exciting NPD on the horizon. It’s time to push boundaries and drive radical collaboration across the industry – because together, we can have more impact.”
Rich Denney, joint chief creative officer at St Luke’s, commented, “From our very first meeting, where we learned about their business and creative ambitions, to tasting their incredible range of meat-free products, we knew THIS™ truly does change everything. With that in mind, we set out to create a brand idea as bold and memorable as the products. Working with them to reach THIS™ launch has been a lot of fun, and there are even more exciting things to come, so be sure to watch THIS™ space.”
Credits:
Client: THIS™
Marketing Director: Debbie Epstein
Marketing Manager: Phoebe Buckley
PR Lead: Jonny Stanton
Creative Agency: St Luke’s
Joint Chief Creative Officer & Copywriter: Rich Denney
Art Directors: Rhianna Travers & Leah Winson
Agency Producer: Charlie Berry
Agency Planner: Amelia Markham
Business Director: Leanne Silman
Senior Account Director: Claire Smith
Account Executive: Takbir Rahman
Director: Glenn Kitson
DoP: Thomas Tyson-Hole
Production Company: Apostle Studios
Producer: Poppy Ashton
Production Manager: Joss George-Gilbert
Editor: Pete Fullerton @ Search Party
Post Production: Creep Studios
Sound Design & Music: Killer Crab Men
BTS & Social: Jack Mould & Alex Leggatt
Media (TV): Oliver Malby @ ITV
OOH Creative Agency: St Luke’s
Joint Chief Creative Officer: Rich Denney
Art Director: Pete Mould
Creative Teams: Rhianna Travers & Leah Winson; Darren Keff & Philip Meyler; Polina Harkin
Agency Producer: Charlie Berry
Agency Planner: Amelia Markham
Business Director: Leanne Silman
Senior Account Director: Claire Smith
Account Executive: Takbir Rahman
Photographer: Gavin Miller
Design: Pete Mould
Artwork: Anna Leapman
Retouching: Dennis Tuffnell
Media (OOH): Mark O’Rourke @ Rock Soup Media
