Wicked Kitchen

Ask people why they don't eat plant-based, and they'll reel off a handful of reasons. It's too much effort. It's not cheap. It doesn't taste of anything. Ok, maybe they've got a point... five years ago.

But now things are different. Plants are just as gooey, as gnarly, as down-right delicious as anything else out there. And when an effin'-and-blindin', tattoed chef asks you to help get less people eating meat, the last thing he wants to hear is the same-old repeated messages. 

It's better to just flip the V. Sticking two fingers up to bland, dated perceptions,  and going all-in on the pure enjoyment of great food (that just happens to be free from animals).

Agency / EveryFriday  
Year / 2021 
Team / @joebaglow

 Flip the V

Plant-based food needs to ditch the silver spoon.

We should all be able to enjoy food — be it a healthy kale salad or mushroom steak swimming in oil — how we want. When we want. Less preachy, more punch. Less clinical, more chaos. Sticking two fingers up to boring, bland, blah-blah meals and celebrating the delirious, the damn-that's-good, and the down-right dirty.

The idea

"Vegetarians are the enemy of everything good and decent in the human spirit, an affront to all I stand for, the pure enjoyment of food.”

Our catalyst for change, courtesy of Anthony Bourdain

Derek, Founder of Wicked Kitchen, always says: “Shoot for 80% healthy and 20% Wicked and you’ll be 100% sexy.”

And while he might be talking about his recipes, we thought it was a good principle to carry through the whole campaign.

Being good, celebratory, plant-pushers 80% of the time, and Wicked, can-do, wise-ass start-ups (with the help of the Shroom Squad) 20%.

Our guiding principle

Stick-to-your-teeth mac ‘n’ cheese. Stodgy, mouth-watering burritos. Steaks. Sausage rolls. Drool-inducing burgers. And not one drop of meat. 

At Tesco, Wednesday’s the dirtiest day of the week. And Wicked Kitchen, our plant-based range, is as filthy as the day it was dug up. Believe us, it’s so good, you’ll think it’s bad for you.

Wicked Wednesdays from Wicked Kitchen.
Exclusively at Tesco.

Wicked Wednesday podcast sponsor

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