The food landscape is now awash with vegan brands. But while veganism is increasingly popular, it’s image remains uncompromising and intolerant. It’s an intimidating and unforgiving place for ‘flexitarians’, yet this is where market growth comes from.

Our campaign positions Allplants as a vegan brand more forgiving of its audience’s non-vegan transgressions. The odd cheese sandwich or shish kebab – it’s ok. You’re trying your best. After all, we’re Allplants but you don’t have to be.