THIS is taking over a London tattoo parlour this weekend as part of its latest plant-based steak campaign.

The brand will open the ‘A Delicious Misteak Tattoo Parlour’ at Flamin’ Eight in Kentish Town on Saturday 16 May, offering free cowboy-themed flash tattoos alongside free plant-based steak sandwiches.

The one-day pop-up is linked to THIS’ new A Delicious Misteak campaign, which centres on a meat-eating cowboy who accidentally eats a THIS plant-based steak and ends up loving it.

Running from 11.30am to 4pm, the event will allow walk-in visitors to choose from a curated selection of bespoke tattoo designs created exclusively for the pop-up. Tattoos will be available free of charge on a first come, first served basis.

The activation will be hosted at Flamin’ Eight, a vegan-friendly tattoo studio which uses vegan inks, aftercare creams and soaps.

While tattoo artists work inside the studio, THIS Fillet Steaks will be served from a food truck outside, with free sandwiches available to those getting inked as well as passers-by.

The sandwiches will feature the brand’s new THIS Fillet Steak, a one hundred per cent plant-based steak alternative which contains 31g of protein per steak.

Die-hard fans of the brand will also be able to choose a THIS logo tattoo as part of the flash selection.

The campaign has been built around the idea of accidental discovery, playing on the moment when someone tries plant-based food by mistake and finds themselves won over.

THIS has also produced a full country and western-style music video for the campaign, featuring the cowboy character, sizzling steak footage and a dramatic slow-motion fall to his knees.

The pop-up will take place at Flamin’ Eight, 2 Castle Road, Kentish Town, London, NW1 8PP.

THIS said walk-ins are welcome, but visitors hoping to secure a free tattoo should arrive early. Steak sandwiches will be served throughout the day.

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