Meet the Halfway Heroes Campaign
Empowering people to make 50 per cent of their meals plant-based for the planet.
At Viva! we’ve always believed in the power of food to change the world – that’s why we’re launching our latest initiative: Halfway Heroes. A bold, fun, and welcoming campaign encouraging meat-eaters to reduce their animal product consumption by going 50 per cent plant-based.
This is a campaign about action, not perfection. It’s about helping people take that all-important first step – swapping out meat and dairy for delicious, planet-friendly plant-based options. It’s for the climate-conscious but not-yet-vegan, the curious but overwhelmed. And it’s here to show that every bite counts.
Why 50 per cent? Because Half Is a Whole Lot of Impact.
The science is clear: shifting to a more plant-based diet is one of the most effective things individuals can do to tackle the climate crisis. Animal farming is at the heart of the climate crisis – reaching far beyond just the species we consume. It is contributing to the world’s sixth mass extinction and hurtling us towards catastrophic temperature rises and increases in extreme weather events.
Even reducing meat and dairy by half can dramatically shrink a person’s environmental footprint. Through this campaign, we want people to understand that they don’t need to go all-or-nothing to make a real difference. Progress is powerful.
Switching to a plant-based option could cut the dish’s:
Breaking Barriers with Burgers
Let’s face it, one of the biggest barriers to going plant-based is food fear – people think they’ll miss out on flavour, convenience or comfort.
That’s why Halfway Heroes is putting food front and centre. This campaign is designed to be light-hearted, inclusive and – most importantly – delicious.
To prove the point, we’re hitting the road with our Halfway Heroes Tour, bringing FREE plant-based THIS burgers to city centres across the UK. We’ll be meeting the public face-to-face, breaking down myths and showing that climate action can taste amazing.
📍 Tour Dates & Cities
Our team will be visiting five major cities this summer, serving up 300 free burger samples at each stop and engaging thousands of people in inspiring, barrier-breaking conversations about plant-based eating.
We’re coming to:
- Bristol – 18 June
- Bath – 20 June
- Leeds – 23 June
- Manchester – 24 June
- Oxford – 26 June
Each event will feature:
- free samples of THIS™ burgers
- information on the environmental benefits of reducing meat
- friendly team members ready to answer questions and share tips
- resources and recipes to help people make simple, lasting changes
Our Vegan Values, Shared Widely
We know that many of our supporters are already committed to a fully vegan lifestyle – and we remain 100 per cent rooted in promoting a plant-based world. Halfway Heroes isn’t about watering down our message. It’s about widening the reach of that message.
By meeting people where they are – with empathy, humour and great food – we’re building bridges to a more compassionate, sustainable future. And we’re turning curiosity into real-world change.
Want to Get Involved?
- Share the campaign with friends and family
- Donate to help us reach more people
- Follow the tour and campaign updates on our socials
Because being a hero doesn’t mean being perfect.
It means doing something. And we believe that something can start with a burger.
