Sacrifice Nothing

Convince meat lovers that choosing plant-based does not mean giving anything up.

We hacked the nostalgic codes of the meat industry to prove that with The Vegetarian Butcher, you Sacrifice Nothing.

Hero food photography shot like portraiture. Dense colour, oil, smoke, hands. A visual codex defining how every market shoots the product.

• →Global platform
• →Visual codex
• →Hero film
• →Market toolkit

A global brand line that gave the category permission to stop apologising.