Veganuary’s popularity grows year on year, we needed clear brand cut through for Green Cuisine.

We worked with award-winning photographer Alison Jackson to create an iconic set of un-o-fish-al portraits of The Sunaks, The Windsors, and the King and Queen using well-styled lookalikes, showcasing the nation’s busiest families making an easy swap to meat-free meals to encourage the nation to do the same.

By baking in key ‘agendaneering’ triggers we were able to disrupt the category norms and score blanket national coverage. Our campaign also saw searches for the brand increased by over 100% on launch day.