Peter Andre has teamed up with plant-based meat brand Beyond Meat to inspire the nation to take a step towards a more plant-based diet this Veganuary.
The ‘Take The First Step Beyond’ PR and social campaign aims to target ‘ardent’ carnivores and flexitarians and encourage them to convert to eating plant-based foods with Beyond Meat products.
The promotion was inspired by Ocado research that found that the brand was a top-selling plant-based meat product for Veganuary last year.
As part of the campaign, Peter Andre will help launch the #FirstStepBeyond cooking contest which will ask the UK to get creative in their own kitchens and pair store cupboard essentials with a Beyond Meat products.
The competition winner and a friend will be able to enjoy a two night stay in London including up to £500 travel costs, £500 spending money and luxury accommodation at One Denman Place before cooking their winning recipe with Peter Andre himself.
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“I’m thrilled to be teaming up with Beyond Meat to help the nation take their first step this Veganuary and can’t wait to share how easy it is to cook plant-based meat,” Peter Andre said.
“Beyond Meat makes it incredibly easy to live a flexitarian lifestyle, which I follow. My family loves a delicious Spaghetti Bolognaise or Moussaka made with Beyond Mince and their burgers, sausages and meatballs taste incredible.”
As well as the #FirstStepBeyond cooking contest, Beyond Meat and Peter Andre will also release a series of recipes, plant-based eating and cooking tips and insights on their Instagram channels throughout Veganuary.
Beyond Meat marketing director EMEA Bram Meijer added: “We want to show Brits just how easy it is to take the first step to a more plant-based diet this Veganuary. By putting Beyond Meat at the centre of your plate, you are still able to eat what you love – like a juicy burger – without having to compromise on taste or sustainability.”
The campaign release comes a day after Veganuary – a vegan diet-promoting charity – released an advertisement to inspire the world to try vegan for January ‘and beyond’.
Veganuary head of communications Toni Vernelli concluded: “The way Beyond Meat shines is that it is often the first step to someone becoming plant-based. Often, meat-eaters take their first step to going plant-based by trying Beyond Meat products as it’s so close to meat. They then realise it’s great and start trying more plant-based meat products and vegetables and hey presto, they are plant-based.”
