# Plant-Based Cuisine QSR Campaigns This Burger King UK Campaign Stars Pete Wicks By Michael Hemsworth | Published 2025-07-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/burger-king-uk-campaign References: [vegconomist](https://vegconomist.com/marketing-and-media/over-40-meat-eaters-havent-tried-plant-based-burgers-burger-kings-new-campaign-aims-change-that/) & [burgerking](https://www.burgerking.co.uk/)  This new [Burger King UK](https://www.trendhunter.com/trends/meatfree-menu) 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](https://www.trendhunter.com/trends/double-royale-grilled-cheese) 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](https://www.trendhunter.com/trends/vegetable-forward-burger-patties) 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 ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 42% | Activity: 51% | Freshness: 43% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Celebrity-driven Plant-persuasion:** Leveraging celebrity influence, companies aim to convert traditional meat-eaters to plant-based options through relatable endorsements. - **Meat Eater Conversion Strategies:** Fast-food chains are devising strategies to engage potential customers who are hesitant about plant-based options, addressing a growing but untapped segment. - **Hybrid Menu Integration:** Integrating plant-based items alongside traditional offerings is becoming a key approach for quick service restaurants catering to diverse dietary preferences. ### Where This Applies - **Quick Service Restaurants:** QSRs are at the forefront of adopting plant-based innovations to expand their customer base and meet evolving consumer preferences. - **Celebrity Marketing:** The industry of celebrity endorsements is evolving to include sustainability-focused campaigns, attracting consumers through familiar and influential figures. - **Food Manufacturing:** The production of plant-based alternatives is seeing significant growth as consumer demand for sustainable and ethical food options accelerates. ## Related on Trend Hunter - [Meatless QSR Menu Promotions](https://www.trendhunter.com/trends/meatfree-menu.md) - [Free Vegan Fast-Food Promotions](https://www.trendhunter.com/trends/whopper-swapper.md) - [Plant-Based QSR Campaigns](https://www.trendhunter.com/trends/confusing-times.md) - [Plant-Based Chicken Nuggets](https://www.trendhunter.com/trends/plant-based-chicken-nuggets.md) - [Plant-Based Burger Pop-Ups](https://www.trendhunter.com/trends/burger-pop-up.md) - [Expansive Meat-Free Food Campaigns](https://www.trendhunter.com/trends/meat-free-made-easy-campaign.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [AI-Powered QSR Campaigns](https://www.trendhunter.com/trends/fastfood-ad.md) - [Meat-Free Bacon Burgers](https://www.trendhunter.com/trends/bakon-king.md)