Alternate Meat Company punks late night kebab buyers

PR agency Poem has launched new vegetarian brand, The Alternate Meat Co., with a stunt featuring comedian Dave Hughes punking late night kebab buyers with the revelation they are eating a plant-based meat alternative.

dave-hughes-alternate-meat-coBacked with a paid budget of just $5,000, the agency created the content piece featuring the poorly disguised Hughes at one of Sydney’s most popular kebab shops taking orders for meat kebabs.

The brand has been launched by Life Health Foods Australia and is a plant-based meat alternative with no cholesterol.

Life Health Foods is rolling the line out in major supermarkets, but is still battling the stigma that meat substitutes are no match for the real thing.

In the video Hughes baits customers asking how much they like their meat, before revealing to them it isn’t meat as they tuck into their kebabs – with the non-scripted responses revealing they can’t believe it’s not meat.

Dean Epps, general manager at Health Life Foods Australia, said there had been a healthy shift in the way Australians were eating, but people still needed to be convinced about some of the choices now in the market.

“Gone are the days of Australians eating a steak at every meal. With the nation becoming more health and environmentally conscious, this campaign shows how Aussies can still enjoy the experience of meat with plant alternatives,” Epps said.

The Facebook campaign recorded more than 700,000 views in the first 48 hours on the back of a small promotional budget.

The Alternate Meat Co., will promote itself with the line ‘Grown, Not Bred’ and will support the launch with content retargeting, native advertising and influencer marketing.


  • Client: Life Health Foods
  • Brand: Alterative Meat Co
  • Creative, PR and social agency: Poem
  • Video production: Ideosphere

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