LikeMeat Flips Cliches and Welcomes Everyone to the BBQ Season

As people get ready to flip burgers, plant-based food brand LikeMeat is flipping all clichés and tensions about plant based eating with its BBQ-themed campaign. Launching in Germany this week, LikeMeat wants to prove that BBQ isn’t really about grilling, it’s about pleasure. And LikeMeat's range of plant based meat delivers double pleasure; delicious food you can enjoy without the guilt.

Through six 15-second films, LikeMeat portrays different scenarios where stereotypes are punctured & given a cheeky, humorous twist. From ‘Bringing-Your-Own-Plant’ when you’re the only vegan at your friend’s BBQ, to knocking the misconception that plant-based food is flavourless and shouldn’t taste like a block of tofu, to even introducing a new kind of ‘Cheat Day’, one that doesn’t cheat on the planet. If you think of it, it truly is a (plant-based) wing-wing situation. 

LikeMeat is one of the brands of LIVEKINDLY Collective, with a mission to make plant-based living the norm. As a brand, LikeMeat believes in progress, not perfection, and wants to bring people into the brand and their products in a welcoming way. The brand believes that everyone has an hedonistic desire for good food. LikeMeat wants to prove to consumers - including meat lovers - that they can still eat food that tastes good, but that also does good.

“With all brands of our Collective we are changing mindsets and showing how much joy plant-based living can bring. It’s about the joy of healthier food, the joy of helping the planet and the joy of being good to animals. BBQ season has been synonymous with a meat feast, thus far. We want to change that without stripping it of the fun, by proving that you can add delicious plant-based options to your BBQ while eating and living joyfully.” Said Mick van Ettinger, CMO of LIVEKINDLY Collective

Created with partner agency 72andSunny Amsterdam, the campaign was shot in Amsterdam and features some of LikeMeats products - including Like Breaded Chicken, Like Bratwurst, Like Mini Drumsticks and Like Chicken Bites. 

“As BBQ lovers ourselves, we tried to create these little scenes that are driven not by a moral high ground, but ultimately by the deliciousness of the products,” says Gregg Clampffer, creative director, 72andSunny Amsterdam. “You don't have to be a vegan to love something that tastes LikeMeat. And taste is a conversation worth trying. With this campaign we tried to invite everyone to the party.” 

The campaign is going live in Germany from August 9th across TV and socials.