Media release published at November 30, 2021

Viva! launches Crowdfunder to broadcast VEGAN TV ad on Channel 4

Takeaway the Meat!

Following the successful creation of a vegan TV advert, Viva!, the UK’s leading vegan charity, are excited to announce the launch of their Crowdfunder campaign ‘Takeaway the Meat’. Funds raised by the campaign will be used to broadcast the advert on Channel 4 and its associated networks in February 2022.

Aiming to raise £40,000 through Crowdfunding, Viva! has also secured match-funding from a generous donor, which will take the total to £80,000 and allow the charity to reach a whopping 8 million people. Furthermore, Viva! has secured an additional grant from Channel 4 which will double the total again, enabling the TV advert to then be shared with a staggering 16 million viewers!

The TV advert follows the journey of an everyday meat-eating couple as they decide which takeaway meal to order. Snuggled up on their sofa, with their beloved dog, they choose pulled pork from the food delivery app ‘Just Meat’.

Hungry in anticipation of their meaty meal, the couple race to the door when the delivery driver rings the bell. Upon opening the door, the couple are shocked to find an adorable little piglet on their doorstep and the delivery driver brandishing a butcher’s knife announcing: “Just Meat, delivered fresh to your door.” Gob-smacked and confused, the couple don’t know what to do. Surely, they won’t kill the cute little piggy.

Viva!’s new advert encourages the public to make the connection between the animals they choose to keep as companions and the ones that are destined for their dinner table. Viewers are invited to consider the morality of eating meat, helping them to make the connection between animals and food. The solution? Try vegan of course!

The advert will be broadcast just before Valentine’s Day on Channel 4 and its associated networks.

Watch the advert here.

Crowdfunding isn’t new territory for Viva!; in recent years they have successfully raised funds to create and air the UK’s first vegan cinema advert, as well as raising £30,000 to create the multi-award-winning documentary HOGWOOD: A modern horror story.

Speaking about the TV advert, Viva! Founder and Director, Juliet Gellatley, says:

“To be a catalyst for change we recognise that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible. By broadcasting our first ever vegan TV advert on mainstream television, we’re hopeful we can give veganism the airtime it needs!

“Our crowdfunding aim is to reach £40,000. Once we reach this a generous donor has agreed to match-fund, taking the total to a whopping £80,000! Channel 4 has also offered Viva! a grant which will double this total again, allowing us to reach a staggering 16 million viewers.

“Most people in the UK despise cruelty to animals, yet simply don’t make the connection between animal cruelty and what is on their plate. If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.

“In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet. It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world’s transport sector.

“With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.”

Viva! needs your help to share this campaign with millions of viewers to evoke an emotional response to animal welfare and veganism on a national scale. To donate or find out more please visit


Notes to editor

Viva! is a registered charity 1037486

Viva! is the UK’s leading vegan campaigning charity

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Images can be accessed here.


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