Dairy alternative brand, Rebel Kitchen, has launched billboards and road-side adverts in the UK as part of its Veganuary campaign. However, in an unusual move, the Rebels have hidden messages within their ads calling President Trump “an ass” and telling him to “F OFF”.
The campaign coincides with the launch of the brand’s new Organic Barista Mylk® and the UK’s most popular Veganuary yet. With a record-breaking 500,000 people in the UK signing up to the Veganuary challenge and never ending scandals from President Trump, Rebel Kitchen took the opportunity to combine their Veganuary campaign with their own, Covid-19 friendly ‘protest’.
The brand’s ‘hidden message’ ads are usually reserved for tongue-in-cheek jibes directed at dairy, supporting their claim that their Mylk, a blend of sustainable, organic, plant based ingredients, is the only alternative that tastes like milk. But, in light of recent news, the Rebels felt taking a stand against President Trump’s actions was of greater importance. The brand’s hidden messages will be revealed on social media, a place by which President Trump now has little influence over.
“At Rebel Kitchen we do things differently,” says co-founder and owner, Ben Arbib. “From our no-compromise Mylk recipe to our consumer messaging, we never settle. We are rebels with a cause, so we take risks and never shy away from telling it like it is.”
The billboards form part of Rebel Kitchen’s wider Veganuary campaign promoting their new Organic Barista Mylk®, a blend of blend of plants including coconut cream, faba beans and oats, specifically developed to taste and work like dairy milk in coffee.
“More and more people want to try plant based alternatives, but they’re still expected to compromise on taste,” says Arbib. “Rebel Kitchen Mylk is a genuinely better alternative to dairy for those looking for an easy switch a more sustainable option.”
Rebel Kitchen is known for its uncompromising attitude to ethics. The brand is 100% Carbon Neutral, donates 1% of its revenue to projects that support regenerative organic agriculture and is a certified B Corporation.
The Rebel Kitchen Veganuary campaign will be live on social media and outdoors across the UK, in partnership with Clear Channel.