Plant-based food company THIS™ has thrown January’s guilt-tripping health campaigns and content out the window with their new ‘F*RK RESOLUTIONS’ campaign, created by Echt Productions.
The bold campaign challenges Londoners to ‘CHEAT ON MEAT’ for their own products, not out of necessity, but because they’re just that good.
Launched during Veganuary, the hero creative features Vivienne – a stylish woman who unapologetically puts food first. Shot in intimate, paparazzi-style frames, each scene showcases THIS™ products being eaten:
Glam Vivienne biting into a THIS™ isn’t Beef Burger with zero shame.
With her faux-fur coat on and a THIS™ Isn’t Pork Sausage sandwich in hand.
Mouth wide-open Vivienne, ready for her tacos stuffed with THIS™ isn’t Beef Mince.
Launching across the London Underground on billboards from today, the campaign features a QR code promise: “Love it or your money back”. Commuters can scan, purchase products, try, and if they don’t fall in love, get a full refund – a playful twist designed to drive awareness, trial, capture data, and convert curiosity into first purchase and repeat purchase. The campaign is also running across digital channels.
Debbie Epstein, marketing director at THIS™, commented: “January can be really grim. Everyone’s shouting at you to eat better, be healthier, be a new you. With F*RK RESOLUTIONS, we’re giving people permission to indulge, laugh, and enjoy great food, without the guilt. We believe food should be exciting and delicious, and not restrictive. Vivienne agrees and we hope you do too!”
2026 has already seen THIS™ announce their reformulated THIS™ isn’t Beef Burger, which is even juicer, meatier and taster than before. And last week, Wagamama announced a new limited edition Udonara dish – featuring thick udon noodles coated in a rich and creamy sauce, topped with THIS™ Isn’t Bacon Rashers, king oyster mushrooms and fresh coriander cress.
