THIS fools foodies in first TV advertising campaign


UK plant-based meat company THIS has launched its first ever TV advertising campaign, featuring 25 food critics and influencers thinking they are eating real meat, unbeknown to them it was plant-based meat.

‘Starring’ Andy Shovel and Pete Sharman (THIS co-founders) the 30 second ad doesn’t feature any actors or staged reactions – it simply highlights the hyper-realism of THIS products and the effect they have on real people who try it. 

The food company won the coveted SkyAdsmart competition, winning a month’s worth of free advertising. The SME100 Support Scheme was open to SMEs that have been running for at least one year in the UK with up to 50 full time employees and allows the winners to take advantage of Sky’s revolutionary approach to TV advertising. 

Airing nationwide, the advert is being targeted to cities outside of London, which have Tesco stores including Manchester, Birmingham, Leeds, Bristol and Nottingham.

Andy Shovel THIS co-founder commented: “This is a big moment for us – our first TV ad! THIS can fool even the most hardened meat-lovers, and we can’t wait for the world to find out. Please don’t go to the loo in between old Top Gear segments in case you miss it…’

To help the nation’s SME’s get back on track through TV advertising following the disruption caused by coronavirus, interest in the scheme was so great that it was extended to a further 150 businesses, providing a total investment of £2.5 million from Sky Media.