Plant-based brand This is looking to the nation’s chicken shops to advertising its coming crowdfunding campaign.
The brand has teamed up with the likes of Morley’s and Chicken Cottage to advertise the push, which will kick off from 20 June on the Seedrs platform.
The unorthodox campaign would target “a mainstream, meat-loving audience” with window and in-store ads, said This.
It added it would focus its activity on “some of the nation’s highest ‘meat-reducing’ locations” such as London, Manchester and Cardiff.
The brand will also be recruiting part-time fundraisers who would be “located around the chicken shops to drum up interest in the most hands-on bit of advertising possible”.
“A lot of plant-based brands talk about targeting meat-eaters now, but this is as literal as it gets,” said This co-founder Andy Shovel. “We need more meat-eaters to buy into brands like ours in order to make the big change our food system needs.”
The brand has a solid record when it comes to fundraising. Last year it secured what it claimed was the biggest-ever Series A fundraise for a UK plant-based brand, pulling in £11m from investors.
Prior to that, it raised £8.7m in seed funding from VC investors and £4.4m from a Seedrs raise in 2020. The brand has raised a total of £20m to date.
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