This new Burger King UK campaign is being launched with the help of TV personality Pete Wicks to encourage consumers to try out plant-based fare on their next visit. The campaign sees Wicks starring as the brand’s Chief Persuader who has been tasked with providing meat eaters with the Burger King Vegan Royale sandwich as a means of convincing them to give plant-based fare a try. This comes in response to the more than 40% of meat eaters who haven’t given plant-based burgers a try.

Wicks commented on the new Burger King UK campaign saying, “You don’t have to go full veggie to enjoy good food. I’m proud to be Burger King UK’s first-ever Chief Persuader – if I can get a few more people to give plant-based a try, then I’ve done my job.”

Image Credit: Burger King UK