Its Takeaway the Meat advert, which Viva described as “controversial”, will air for the first time on Channel 4 tonight (14 February).
In a pastiche of campaigns run by major delivery app brands, the advert depicts a meat-eating couple ordering pulled pork from food delivery app Just Meat.
But when the delivery arrives, they are shocked to find a live piglet on their doorstep with the delivery driver offering a free butcher’s knife for new customers.
Viva said the ad, which features a pet dog, encouraged viewers to see the connection between the animals they choose as pets and those they eat. It said it hoped it would inspire UK consumers to make swaps in their typical diet to vegan alternatives.
“If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals,” said Viva founder and director Juliet Gellatley.
“The animal agriculture industry is wreaking havoc across our planet. It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world’s transport sector,” she claimed.
“With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.”