• by Fern Siegel , January 8, 2025

Popular British plant-based food brand This has debuted a campaign from its new agency, St. Luke's.

The ads target people who love eating meat, but want to cut back without compromising taste.

The TV campaign kicked off Jan. 6 on selected ITV regions and ITVX, while the OOH can be seen on the London Underground, national railway stations and the roadside large digital format in Shoreditch.

St. Luke's also added a social component.

The TV spot is directed by Glenn Kitson via Apostle Studios, St Luke’s in-house production studio.

The spot features a lively real estate agency who tastes This' meat-free sausages and decides anything is possible, including becoming a wingsuit flyer. The tag: “This Changes Everything*” along with a disclaimer that “everything” does not include wingsuit flying abilities.

The campaign dovetails with the product's refreshed brand and packaging efforts.

Rich Denney, joint chief creative officer at St Luke’s, said: “We set out to create a brand idea as bold and memorable as the products.” St Luke’s won the account in October 2024 after a competitive pitch.

Mark Cuddigan, CEO at This, added: “We’ve always believed the plant-based category should be bold, cheeky and unapologetically fun. And we think the campaign achieves that, and more – it flips the whole script."

The agency's client work includes Ocado, Tyrrell's, Heathrow Airport and Dole.