This has launched its ‘A Delicious Misteak’ campaign featuring a country and western track, music video and pop-up tattoo parlour.
The campaign is designed to mark the launch of its Fillet Steak and follows ‘Flint Flatiron’, a traditional cowboy “whose world is turned upside down when he accidentally tries a plant-based steak…and loves it”.
At the centre of the campaign is an original country track, written and recorded by creative studio Insiders, and paired with a fully produced music video.
The brand said it tapped into the rise of country music, leaning into classic genre tropes, from a lone cowboy to expansive, moody landscapes. It pairs these with stylised food shots of the This Steak Fillet.
“By creating Flint as a character and building a full country and western music narrative around him, we could tell a more entertaining, human story about that moment of unexpected conversion,” said Josh Clarricoats, founder & creative lead at Insiders.
“It allowed us to make something that stands on its own as a piece of entertainment first, rather than just an ad, and bring people into the idea in a way that feels fresh for the category.”
The campaign will run across paid social and OOH, with the music video used in platform-specific edits.
The team has also created a pop-up tattoo parlour on Saturday 16 May offering western-inspired flash designs, alongside tastings of the This Steak Fillet.
“We wanted to make something that’s never been done before to mark the arrival of our new This Fillet Steak,” said Debbie Epstein, marketing director at This. “So we produced a country and western track, obviously – complete with cowboy and pop-up tattoo parlour.
“It’s a fun and somewhat bonkers way of getting the message out there that plant-based steak is for everyone, even cowboys…Yeehaw!”
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