THIS punked vegan meat brand The Van Gogh Museum

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THIS has just announced its “most ambitious undercover activity” to date – hanging its artwork in the Van Gogh Museum in Amsterdam, the Netherlands.

The plant-based brand – known for their realistic vegan versions of chicken, bacon, and more. – created his own version of the famous painting Sunflowers.

Dubbed ‘Mincent Van Gogh’, the painting featured the same iconic yellow and orange flowers as the original – but it also featured an illustrated packet of THIS is not beef mince.

The painting even had an accompanying plaque, which read, “Giantly lent by THIS to celebrate their THIS is not ground beef; This unique image of Sunflowers was created by Mincent Van Gogh, and is a rare find found in the private collection of Mr PL Antbased 2022.”

The CETTE team managed to avoid security and hang up without interference. They even captured video of them doing it.

According to CECI, the painting stood for nearly an hour before being removed. It was apparently seen by hundreds of people at that time.

Andy Shovel, co-founder of THIS, said: “It was really obvious, where else are you supposed to celebrate a masterpiece, other than an internationally renowned gallery?!”

  • THIS vegan meat brand company created their own version of the Van Gogh Sunflowers painting
  • THIS vegan meat brand company created their own version of the Van Gogh Sunflowers painting
  • A visitor to the Van Gogh museum looks at the CE painting Sunflowers

THIS guerrilla marketing

This isn’t the first time THIS has made a name for itself in undercover guerrilla marketing.

In 2020, the company brought in an Ed Sheeran lookalike to distribute vegan nuggets in London. It was to celebrate their launch at Waitrose.

In December 2021, the brand tricked an entire Italian food show into saying it was an artisan meat company.

Speaking of the “meat,” one participant said, “It’s very good. I come from Lecce, I know the good quality of the meat, don’t worry.”

Another added: “You can actually smell that you are eating pork. My grandparents were pig farmers.

THIS vegan meat

THIS was created in June 2019 by Shovel and Pete Sharman, two former meat fanatics who wanted to create a vegan brand for meat lovers.

The brand is known for its realistic meat alternatives and has also launched a range of ready meals that are perfect for plant eaters on the go.

These products are available to buy in a number of UK supermarkets, including Tesco and Sainsbury’s.

The rise of plant-based meat

The vegan meat market has grown exponentially in recent years. It was valued at $5 billion in 2021 and is expected to grow 19.3% from 2022 to 2030.

While this meteoric rise in popularity can partly be attributed to the growing number of vegans, the growing flexitarian market is also driving the change.

Those who describe themselves as “flexitarians” generally avoid eating meat most of the time, but are neither vegetarians nor vegans. It is believed that around 16% of UK consumers consider themselves to be flexitarians. Six percent identify as vegetarian, while about four percent are vegan.

Those interested can learn more about THIS on its website or by following the brand on Instagram.

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