Viva launches new plant-based campaign offering a free burger in Manchester and Bristol
Viva! has released a new video featuring superheroes in pursuit of a Beef Burger. This chase, which is filmed in a Bristol Park marks the launch of Halfway Heroes, a new campaign encouraging people to go 50 per cent plant-based for the planet.
The short film features a beef burger, personified in a giant costume, fleeing from a squad of Halfway Heroes across a busy city centre. This video has a serious message which is that beef production is one of the most environmentally damaging industries in the world.
Viva! said: “With 22.6 kg of CO2e per kg of beef produced in the EU, the environmental toll of beef is undeniable. Deforestation, biodiversity loss, water pollution, and excessive resource use are all part of beef's dark resume. As one of the least efficient foods to produce, beef demands vast amounts of animal feed — including soya grown in regions like the Amazon — intensifying environmental damage.”
Viva!’s Halfway Heroes campaign calls on the public to cut their meat, fish, dairy, and egg consumption in half to dramatically reduce their carbon footprint.
Viva! said: "We talk about electric cars and renewable energy, but we need to walk the walk with our diets too," says Viva!. "Reducing animal product consumption by just 50% can have an enormous impact."
Adding: “This campaign is about action, not perfection. People want to help the planet but often don’t know where to start, we’re showing them that being a climate hero can be as simple as swapping a few meals a week.”
The launch of the video kicks off the Halfway Heroes Outreach Tour, which will visit five major UK cities in June 2025.
The tour will visit:
- Bristol – 18 June
- Bath – 20 June
- Leeds – 23 June
- Manchester – 24 June
- Oxford – 26 June
At each stop the campaign will give away free vegan burgers and ask members of the public to take the Halfway Hero Pledge to go 50 per cent plant-based.
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