Aasaf Ainapore Aasaf Ainapore

Client: Plant Meat

Project: This launch

I created a cheeky campaign idea for Andy and Pete Founders of This.  The film was seen on The BBC, ITV, Daily Mail, The Telegraph, Mirror and London Evening Standard.

We invited food critics and foodie influencers to enjoy a 3 course fine-dining menu, cooked by a michelin-starred chef. We told them the food was all meat-based and we rigged a rented restaurant with hidden cameras and microphones Co-founders Andy and Pete posed as (terrible) waiters, equipped with hidden shirt cams.

THIS represents a new horizon for plant-based food. We're now able to offer millions of meat-reducers a plant-based alternative that genuinely fills the gap left by meat, in taste, texture and nutrition.