LONDON — Frank has won its first brief for Birdseye meat-free food brand Green Cuisine, launching a campaign to showcase its plant-based meals during the annual Veganuary charity challenge, which encourages consumers to eat more vegan food during January.

The “Veganuary Reimagined” campaign featured ‘candid’ photo portraits by artist Alison Jackson, featuring lookalikes of UK prime minister Rishi Sunak and members of the royal family eating Green Cuisine meals. The most widely-used image in the media was of what appeared to be the Prince and Princess of Wales reading Prince Harry’s controversial memoir, Spare – which had been published the previous week – while eating a Fish-Less Finger sandwich in bed (pictured).

Green Cuisine's marketing lead for the UK and Ireland, Victoria Westwood, said: “We appointed Frank for an initial project to disrupt Veganuary with a view to further work throughout the year. We wanted a fun campaign to show the nation how eating plant-based meals can be an easy and tasty everyday swap and Frank smashed it.

“Veganuary Reimagined hit the nail on the head: it was fun, topical and provided some light relief. Frank got the nation talking about the brand and the campaign delivered, proving if the busiest of families in the UK can swap in plant-based options, any family can.”

Frank managing partner Alex Grier added: “Launching a Veganuary campaign for a plant-based brand is always competitive and challenging, so we knew we needed to disrupt the category norms and Green Cuisine took the leap with us. In partnership with Alison Jackson and some well-styled look-alikes, our un-o-fish-al portraits of the nation’s busiest families delivered blanket coverage and talkability for the brand. We’ve planted a few seeds for our next campaign, so watch this space.”