Burgers, Capes, and Climate Action: The Halfway Heroes Tour Wrap Up

What do you get when you cross superhero capes, a runaway beef burger, and hundreds of sizzling plant-based patties? One unforgettable campaign – and a whole lot of positive change.

We’ve just wrapped up the Halfway Heroes Outreach Tour, and we couldn’t be prouder of what we accomplished. Across five buzzing cities, we handed out hundreds of free vegan burgers, had meaningful climate driven conversations with every person who grabbed one, and inspired hundreds of people to commit to eating 50 per cent plant-based for the planet.

Kicking Things Off with a Chase

We launched our campaign with a sprint through the streets of Bristol. Our short film, The Methane Menace, introduced the world to our new campaign hero: a squad of Halfway Heroes chasing down Britain’s Most Wanted… a literal beef burger (yes, costume and all).
The high-energy, tongue-in-cheek stunt turned heads online and on the street. But behind the comedy was a serious message: beef is one of the most environmentally destructive foods on the planet. Our video didn’t preach – it entertained, sparked conversation, and showed that even tackling climate change can start with something as simple as a burger swap.

From Screen to Street

After the stunt, we hit the road. The Halfway Heroes Tour brought our campaign to life in city centres, high streets, and public parks where we dished out delicious, plant-based burgers – kindly donated by the incredible team at THIS™.
But we weren’t just handing out freebies. Every burger came with a conversation. Our team spoke to students, families, commuters, and curious passersby about how small changes to your diet can make a big difference to the planet. And the response? Overwhelmingly positive.
People loved the burgers. They listened. They asked questions. They pledged to eat more plant-based. And most importantly, they walked away feeling inspired, not judged.

Why Halfway?

Our message is simple: you don’t need to be perfect to make a difference. Going 50 per cent plant-based is a powerful way to lower your carbon footprint and protect the planet.
We created the Halfway Heroes campaign to be uplifting, approachable, and fun. Climate messaging often feels heavy or guilt-driven. We’re flipping that. We’re serving joy, flavour, and progress – one tasty burger at a time.

A Big Thanks

This campaign wouldn’t have been possible without the support of our amazing community. Massive thanks to THIS™ for fuelling our mission with their mouth-watering burgers, and to our brilliant team of volunteers who brought the energy, heart, and hustle to the tour.
And to you – our supporters, long-time vegans, and eco-warriors – thank you for getting behind our vision. We know Halfway Heroes might take a different approach, but it’s one that’s reaching people in a brand-new way. And that’s exactly what we need.

What’s Next?

We’re keeping the momentum going. More resources. More recipes. More digital content to help people stick with their Halfway Hero pledges. The mission continues – and it’s just getting started.
Because saving the planet doesn’t always start with a protest. Sometimes, it starts with a burger.