UK plant-based brand THIS is taking an unconventional approach to promoting its new Fillet Steak, hosting a one-day pop-up tattoo parlour in London on 16 May in partnership with Kentish Town studio Flamin’ Eight.
The event, branded “A Delicious Misteak Tattoo Parlour,” will offer free cowboy-inspired flash tattoos and free sandwiches built around the brand’s newly launched 100% plant Fillet Steak. The studio, which uses vegan inks, soaps, and aftercare products throughout, will be taken over by THIS for the duration of the event, running from 11:30am to 4pm. Tattoos are available on a first-come, first-served basis.
The pop-up ties directly into the brand’s “A Delicious Misteak” campaign, which centres on a fictional meat-eating cowboy who unknowingly tries a plant-based steak and finds he prefers it.
A product launch with retail teeth
The pop-up serves as a consumer activation around a product that THIS has already placed in four of the UK’s largest supermarkets. The THIS Fillet Steak, a 220g pack containing two 110g fillets made from wheat and soy protein, launched in Tesco and Asda in April, with Waitrose and Sainsbury’s listings following early this month. It retails at £7 per pack.
Each fillet delivers 31g of protein, is low in saturated fat, and is fortified with iron and vitamin B12. The product features a peppercorn marinade and is positioned as a direct whole-cut alternative to conventional beef fillet steak.
THIS CEO Mark Cuddigan has said the plant-based category had “lacked a steak that truly competes on flavour, juiciness and affordability,” adding, “Most people wouldn’t believe it’s not beef.”
The Fillet Steak is the first product released under a wider rebrand for THIS, which will roll out across its full range over the next 12 months. The brand is replacing its existing cloud-based packaging with a darker, more premium look, a new logo, and updated food photography.
