Quorn is starting 2023 with an ad that focuses on taste… using the least discerning consumer group of all time: drunk people.

It impressively recreates (or documents, it’s hard to tell) what the UK’s cities look like at kicking out time: lads ask lasses for numbers, hen parties seek taxis, police officers endure photo opportunities. (We don’t get the full Hogarthian gamut, mind: there is snogging, but no puking or fighting.)

There is, of course, food: chicken burgers, pieces and nuggets gobbled at bus stops or on the walk home. Except it’s not chicken, of course. And while, yes, a boozed-up crowd will probably eat anything, a cheeky ‘why choose the alternative?’ slogan cleverly positions meat-free as the norm.

Happy Veganuary!