‘A Delicious Misteak’ is the latest campaign from plant-based food company THIS™ – featuring a full-blown country-and-western track music video and a pop-up tattoo parlour, all to mark the launch of the brand’s new THIS™ Fillet Steak.
The campaign follows ‘Flint Flatiron’, a traditional cowboy whose world is turned upside down when he accidentally tries a plant-based steak…and loves it. Cue an identity crisis set to steel guitars, sweeping frontier landscapes and a soundtrack that could sneak onto a Nashville playlist.
At the centre of the work is an original country and western track, written and recorded by creative studio INSIDERS, and brought to life through a fully produced music video. Leaning into classic genre tropes, from a lone cowboy to expansive, moody landscapes, the film pairs cinematic storytelling with stylised food shots of the THIS™ Steak Fillet.
Part parody, part cinematic mini-movie, ‘A Delicious Misteak’ taps into the rise of country music, channelling the moody, dust-blown aesthetic seen everywhere from fashion runways to festival lineups. It’s a playful take on shifting perceptions around plant-based food, told through the unlikely eyes of a steak-loving cowboy.
The campaign will run across paid social and OOH, with the music video acting as the hero asset, supported by cutdowns and platform-specific edits.
To bring the cowboy spirit off-screen, the team have also created a pop-up tattoo parlour offering bespoke Western-inspired flash designs, alongside tastings of the THIS™ Steak Fillet – a playful nod to Flint’s unforgettable “misteak.”
Debbie Epstein, marketing director at THIS™ commented: “We wanted to make something that’s never been done before to mark the arrival of our new THIS™ Fillet Steak. So we produced a country and western track, obviously – complete with cowboy and pop-up tattoo parlour. It’s a fun and somewhat bonkers way of getting the message out there that plant-based steak is for everyone, even cowboys…Yeehaw!”
Josh Clarricoats, founder & creative lead at Insiders™ added: “Tricking people into eating plant-based meat is a very well-trodden path as a creative territory. We wanted to take a different approach, one that didn’t feel like just another product demo or gotcha moment. At the same time, we knew the cowboy aesthetic is having a real cultural moment, from the rise of country and western in the charts to shows like Yellowstone (a big favourite at Insiders and THIS HQ), so it felt like the perfect genre to lean into and have some fun with.
By creating Flint as a character and building a full country and western music narrative around him, we could tell a more entertaining, human story about that moment of unexpected conversion. It allowed us to make something that stands on its own as a piece of entertainment first, rather than just an ad, and bring people into the idea in a way that feels fresh for the category.”
