THIS™ Launches ‘F*RK RESOLUTIONS’ During Veganuary

Plant-based food company THIS™ is throwing January’s guilt-tripping health campaigns out the window with ‘F*RK RESOLUTIONS’—a bold OOH campaign created by Echt Productions. Instead of preaching discipline, it gives Londoners permission to indulge, laugh, and eat what they actually want.

From “be a new you” to “cheat on meat”

The campaign challenges commuters to ‘CHEAT ON MEAT’—not because they have to, but because the product is “that good.” It reframes plant-based as pleasure-first, not restriction-first, and uses humor to cut through the seasonal noise.

Meet Vivienne: a character built for cultural cut-through

Launched during Veganuary, the hero creative follows Vivienne—stylish, unapologetic, and putting food first. Shot in intimate, paparazzi-style frames, the visuals show her enjoying THIS™ products with zero shame: the Isn’t Beef Burger, an Isn’t Pork Sausage sandwich, and tacos loaded with Isn’t Beef Mince.

OOH that converts: the QR-code “money back” mechanic

Rolling out across London Underground billboards, the work includes a QR code with a bold promise: “Love it or your money back.” People can scan, purchase, try the product, and if they don’t love it, get a full refund—turning awareness into trial, capturing data, and nudging first purchase into repeat purchase.

Why this format works in January

January is crowded with “fix yourself” messaging. THIS™ flips the script by making the brand the fun alternative: anti-lecturing, pro-taste, and confident enough to guarantee it. That confidence is the creative—and the conversion strategy.

Product momentum behind the message

The campaign also rides real product news: THIS™ has announced a reformulated Isn’t Beef Burger, and the brand recently appeared in a limited edition Wagamama dish featuring THIS™ Isn’t Bacon Rashers. The result is a Veganuary push that feels like culture, not compliance.