Plant-based meat brand This has launched its first TV campaign featuring food critic Grace Dent to showcase its alternative ‘Isn’t pork sausages’.
Having recently secured investment from ITV, the 30 second advert first aired yesterday (16 October) on ITV and ITVX.
During the advert Dent can be seen taking part in a taste test, biting into what she believes to be a traditional pork sausage, to discover after that it is actually plant-based.
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After mistaking the plant-based sausage for what she thought was pork, Dent said: “I thought I could tell a pork sausage from a plant-based sausage.”
The brand’s ‘This Isn’t pork sausage’ product featured in the advert is highlighted as having 83% less saturated fat than a pork sausage.
Speaking of the product, Dent said: “Oh, the delicious deception. Being tricked into savouring a plant-based pork sausage was certainly a revelation. The taste and texture was uncanny to the real deal.”
This’ partnership with the broadcasting network, which was announced last month, has seen ITV agreeing to subscribe for £1.5m of shares in Plant Meat Limited, with the option to subscribe for two additional tranches of £1.5m each, in return for advertising inventory across ITV’s channels and ITVX.
The deal also marks a milestone as ITV’s first investment in a food company.
