• by Todd Wasserman , December 30, 2021

January looks to be a bit contentious, at least in the vegan arena, as This, a plant-based brand, has visited a U.K. town called Quorn.

For the uninitiated, Quorn is itself a vegan brand, so visiting the town, in Leicestershire, England, is a bit provocative. The ad, created in-house, shows the town of Quorn taken over by This signage.

In the video, a Quorn bingo game, chip shop and football club are all sponsored by This. The effort comes after Meatless Farm partnered with Real Madrid earlier this year, and Quorn teamed with Liverpool FC to introduce “Meat-Free Match Days.”

In an encouraging sign, Google searches for “vegan food near me,” rose more than 5,000 percent in 2021.

The news also comes as “Veganuary” searches in the UK were almost equal to searches for “Dry January.”