Takeaway the Meat is back.

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We are showing Takeaway the Meat to another 10 million people!

That’s right, our Takeaway the Meat advert is back for a third time to get the UK talking!

Thanks to your incredible support, we’ve already reached over 46 million people with our award-winning advert. And now, we’re back with even more exciting news! Throughout December, our advert will air to an additional 10 million people across Channel 4 and its associated networks.

This is a huge opportunity to expand our reach and raise awareness about veganism to an even wider audience. We couldn’t have gotten this far without you and we’re excited to make an even bigger impact!

If you support Viva!’s work and want to see more hard-hitting campaigns like this one, please consider donating today — together we can change minds and save animals.

Donate Today

Look out for our ad across the Channel 4 network on channels including Channel 4, E4, Dave, Film4, and more.

Speaking about the advert, founder and director, Juliet Gellatley, said: 

“The TV Ad was a huge success and now more than ever, it is important to ensure the advert reach is amplified to be seen by millions more.  

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 vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.”

What is the advert?

Filming Takeaway the Meat

Viva!’s 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?

The 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!

Now, who is ready for round three? Help us get the second most complained about advert of 2022 in front of another 10 million people in 2024!

The reception to the advert the last two times was overwhelmingly supportive and we were inundated with messages. ‘ABSOLUTELY BRILLIANT!!!! Well done and during a meat cookery show too! Pure genius’ was just one of hundreds of comments. Many comments were from meat-eaters who, when confronted with the realities of what’s on their plate, took the time to think more about what they were consuming.

We garnered huge media coverage, including the advert being shared by the world’s biggest online newspaper, The Daily Mail and The Grocer. This reached far beyond UK media outlets and was covered on the most visited German online media platform Die Bild, Australian media, and more.

We were thrilled to face some backlash too and felt honoured to rank as the second most complained-about advert of 2022. While many might assume the complaints were due to adult themes like sex, violence, or discrimination, they’d be wrong. Aside from an advert about women’s periods, the runner-up was Viva!’s Takeaway the Meat, which simply highlighted the fact that meat eaters consume animals.

The advert amassed a staggering 402 complaints, though the ASA ultimately ruled in our favour. This shows we challenged people’s deeply held beliefs and planted an important seed for change. After all, facing resistance is nothing new when it comes to spreading the vegan message!

2021-2022

The idea for Takeaway the Meat was born in the winter of 2021. We wanted to create a powerful vegan TV ad that inspired the public to think about where their food comes from, and how they can save animals’ lives by going vegan. We ran a crowdfunding campaign to raise funds to produce and distribute the advert and boy, did you, our supporters have an appetite for it! We absolutely smashed our goal and were able to create something that would go on to win awards (and get its fair share of complaints).

And so, in February 2022, our ad aired for the first time on Channel 4 and its associated networks. We had some excellent spots on prime time TV on shows including First Dates, Come Dine With Me, A Place in the Sun, The Great Cookbook Challenge with Jamie [Oliver], and many more. We ultimately ended up reaching 16 million people.

2023

After the resounding success of our first Takeaway the Meat ad campaign, we decided it was time to bring it back in 2023. But this time we wanted it to be even bigger. We ran another crowdfunding campaign to raise funds to air our ad again on Channel 4 and its associated networks. Once again, you helped us achieve our target and allowed us to show our vegan ad to more than 20 million people this time around.

Some of the top TV spots included Four in a Bed, Taskmaster, Gogglebox, A Place in the Sun, George Clarke’s Old House New Home, and more.

Below are the confirmed spots for December.

Some of the top TV spots include:

  • The Inbetweeners – E4
  • Gogglebox – E4 + C4 Network
  • Clear and Present Danger – C4 Network
  • Scent of a Woman – C4 Network
  • First Dates – E4
  • The Simpsons – C4 Network
  • Sonic the Hedgehog (2020) – E4
  • …and more

*Please be aware that, due to the dynamic nature of TV scheduling, these spots and times are subject to change at short notice. We’ll do our best to keep the below schedule up-to-date.

Channel Date Time Program
C4 Network 12/16/2024 16:29:17 CHATEAU DIY XMAS SERIES 9
More 4 12/16/2024 15:25:47 FOUR IN A BED SERIES 16 – THE THREE HILL
E4 12/16/2024 1:25:35 FIRST DATES VI
Yesterday 12/16/2024 22:30:49 Bangers & Cash (6) – 01
Alibi 12/16/2024 22:47:47 Death In Paradise (10) – 07 Somewhere I
Drama 12/16/2024 16:17:13 Classic Bergerac (03) – Ep 02. A Hole in
E4 Extra 12/16/2024 17:28:48 KITCHEN NIGHTMARES AUSTRALIA YR 1 – Guru
Drama 12/16/2024 8:53:49 Classic Doctors (06) – Ep 145: No Place
Dave 12/16/2024 8:11:23 Border Force: America’s Gatekeepers (3)
W 12/16/2024 7:31:49 Property Brothers: Forever Homes (7) – 0
Yesterday 12/16/2024 8:29:48 Abandoned Engineering – Abandoned Engine
W 12/16/2024 8:28:07 Tipping Point (9) – 164 (9B)
Drama 12/17/2024 19:17:54 Last of the Summer Wine (14) – 06. Pole
4Seven 12/17/2024 0:10:54 GREEN MILE THE
Yesterday 12/17/2024 17:32:03 Adolf Hitler’s War – Adolf Hitler’s War
E4 Extra 12/17/2024 17:13:47 KITCHEN NIGHTMARES AUSTRALIA YR 1 – Ccoo
Really 12/17/2024 8:48:33 In The Family
Dave 12/17/2024 8:27:55 Border Force: America’s Gatekeepers (3)
Drama 12/17/2024 8:31:03 Classic Doctors (06) – Ep 147: Into the
Yesterday 12/17/2024 8:34:09 Abandoned Engineering – Abandoned Engine
W 12/17/2024 7:46:13 Property Brothers: Forever Homes (7) – 0
4Seven 12/17/2024 13:11:21 FOUR IN A BED SERIES 17 – HIGHLAND PREMI
E4 Extra 12/17/2024 15:13:50 UNDERCOVER BOSS USA SERIES 6 Forman Mill
GOLD 12/17/2024 0:46:01 Mrs Brown’s Boys: Xmas 2014 – 02: Mammy’
Drama 12/18/2024 16:02:41 Classic Bergerac (03) – Ep 04. Ice Maide
Drama 12/18/2024 8:33:56 Classic Doctors (06) – Ep 149: Harsh Wor
E4 Extra 12/18/2024 17:16:57 KITCHEN NIGHTMARES AUSTRALIA YR 1 – Arau
Dave 12/18/2024 8:14:01 Border Force: America’s Gatekeepers (3)
W 12/18/2024 17:20:57 <No title> – Finding Mrs. Claus
Really 12/18/2024 8:11:29 Right Mix The
E4 12/18/2024 8:09:39 BROOKLYN NINE NINE YR 2 – PAYBACK
4Seven 12/18/2024 13:11:57 FOUR IN A BED SERIES 17 – CULTYBRAGGAN C
W 12/18/2024 8:26:08 Tipping Point: Lucky Stars (4) – 05: Ala
EDEN 12/18/2024 9:46:19 Abandoned Engineering (S7) – 01 Hollywo
Yesterday 12/18/2024 8:30:45 Abandoned Engineering (2) – Ep 01 Hitle
E4 Extra 12/18/2024 8:29:04 HOW I MET YOUR MOTHER YR 9 – THE BROKEN
EDEN 12/18/2024 11:28:34 Abandoned Engineering (S7) – 03 Disaste
C4 Network 12/19/2024 23:20:53 GOGGLEBOX SERIES 22 CHRISTMAS SPECIAL
More 4 12/19/2024 15:38:41 FOUR IN A BED SERIES 16 – COBBLEHOUSE CO
More 4 12/19/2024 16:31:01 FOUR IN A BED SERIES 16 – PAYMENT DAY
Drama 12/19/2024 8:32:23 Classic Doctors (151) Flesh and Blood
Really 12/19/2024 14:31:07 Episode 40
Really 12/19/2024 1:43:58 Axe Murder House And The Terror In The W
E4 Extra 12/19/2024 17:17:33 RAMSAY’S KITCHEN NIGHTMARES USA
Dave 12/19/2024 8:47:05 Border Force America’s Gatekeepers (9) B
Alibi 12/19/2024 8:18:47 Murdoch Mysteries (03) (HD) – 04. Rich B
W 12/19/2024 8:26:54 Tipping Point: Lucky Stars (4) – 08: Bob
Yesterday 12/19/2024 8:46:22 Abandoned Engineering (3) The Italian Da
Really 12/19/2024 8:31:04 West Country Special
W 12/19/2024 7:32:34 Property Brothers: Forever Homes (9) Mel
C4 Network 12/20/2024 10:30:00 FRASIER SEASON 8 (2000/2001 US NETWORK S
Dave 12/20/2024 1:55:48 QI (8) Reflections
Drama 12/20/2024 8:29:30 Classic Doctors (153) Wedding Nerves
E4 Extra 12/20/2024 16:30:00 RAMSAY’S KITCHEN NIGHTMARES USA – Mixing
Really 12/20/2024 10:12:53 Episode 70
W 12/20/2024 8:25:56 Tipping Point: Lucky Stars (3) David Gin
Alibi 12/20/2024 8:46:57 Murdoch Mysteries (03) (HD) – 06. This O
W 12/20/2024 8:12:02 Tipping Point: Lucky Stars (3) David Gin
Yesterday 12/20/2024 8:30:41 Abandoned Engineering (5) The Abandoned
Yesterday 12/20/2024 8:13:22 Abandoned Engineering (5) The Abandoned
W 12/20/2024 7:10:36 Property Brothers: Forever Homes (10) Pr
E4 Extra 12/20/2024 8:15:00 HOW I MET YOUR MOTHER YR 9 – THE REHEARS
FilmFour 12/21/2024 2:50:00 WEREWOLVES WITHIN (2021)
Yesterday 12/21/2024 22:45:45 ‘Allo ‘Allo! (16) The Exploding Bedpan
FilmFour 12/21/2024 15:50:00 TOOTH FAIRY (2010)
C4 Network 12/21/2024 8:55:00 SIMPSONS THE (YEAR 19) YEAR 30
More 4 12/21/2024 16:20:00 COME DINE WITH ME DAYTIME 10
More 4 12/21/2024 12:40:00 LOCATION LOCATION LOCATION 25 – S39 – RE
W 12/21/2024 8:46:55 The Bill (25) Abuse In Kind
W 12/21/2024 7:13:03 The Bill (24) Operation Mercury – Part 2
Yesterday 12/21/2024 14:27:42 Cornwall With Simon Reeve (2) Cornwall W
4Seven 12/21/2024 15:30:00 JAMIE COOKS CHRISTMAS
Dave 12/21/2024 8:30:01 Storage Hunters UK (9) Barking
Really 12/21/2024 8:45:57 Episode 4
Yesterday 12/21/2024 8:28:44 The World at War (22) Japan
E4 Extra 12/21/2024 10:45:00 DON’T TELL THE BRIDE SERIES 2
E4 Extra 12/21/2024 11:45:00 DON’T TELL THE BRIDE YR 5- Christmas Rev
EDEN 12/21/2024 11:28:26 Expedition with Steve Backshall (5) Soco
E4 12/22/2024 16:35:00 BIG BANG THEORY THE YR 10- The Holiday
E4 12/22/2024 2:06:00 GOGGLEBOX SERIES 24
E4 12/22/2024 16:43:00 BIG BANG THEORY THE YR 10- The Holiday
More 4 12/22/2024 2:50:00 24 HOURS IN A&E: SERIES X
FilmFour 12/22/2024 14:45:30 TEENAGE MUTANT NINJA TURTLES
E4 12/22/2024 15:35:00 BIG BANG THEORY THE YR 7 – THE COOPER E
More 4 12/22/2024 14:20:00 COME DINE WITH ME DAYTIME 10
Drama 12/22/2024 8:53:13 The Bill (S26) – Ep 045 A Model Murder
GOLD 12/22/2024 14:44:19 If They Could See Us Now
E4 12/22/2024 8:05:00 THE TIGER WHO CAME TO TEA
Alibi 12/22/2024 1:25:03 Death in Paradise (1) The Complex Murder
Yesterday 12/22/2024 12:29:29 How To Build A Motor Car (5) Land Rover
Really 12/22/2024 8:46:30 Episode 7
W 12/22/2024 8:43:08 Tipping Point: Lucky Stars (4) – 08: Bob
Yesterday 12/22/2024 8:11:06 The Buildings That Fought Hitler (3) We
W 12/22/2024 7:42:21 Tipping Point: Lucky Stars (4) – 07: Kat
E4 Extra 12/22/2024 8:45:00 HOW I MET YOUR MOTHER YR 9 – THE END OF
C4 Network 12/23/2024 23:50:00 CLEAR AND PRESENT DANGER
C4 Network 12/23/2024 15:35:00 KIRSTIES HANDMADE CHRISTMAS DAYTIME 2024
More 4 12/23/2024 22:50:00 24 HOURS IN A&E SERIES XV – BOYS JUST WA
FilmFour 12/23/2024 1:30:00 CARLITO’S WAY (1993)
C4 Network 12/23/2024 11:32:00 EVERYBODY LOVES RAYMOND YR 4 – THE CHRIS
E4 12/23/2024 14:20:00 SONIC THE HEDGEHOG (2020)
More 4 12/23/2024 2:35:00 24 HOURS IN A&E SERIES XV – BOYS JUST WA
Drama 12/23/2024 8:28:56 Classic Doctors (155) Skinhead
More 4 12/23/2024 3:05:00 24 HOURS IN A&E SERIES XV – BOYS JUST WA
E4 12/24/2024 2:21:00 THE INBETWEENERS
Dave 12/24/2024 18:31:01 Gavin and Stacey (4) Gavin and Stacey
E4 12/24/2024 12:25:00 HOTEL TRANSYLVANIA (2012)
E4 Extra 12/24/2024 17:15:00 RAMSAY’S KITCHEN NIGHTMARES USA – Finn M
4Seven 12/24/2024 12:45:00 HOMEGROWN CHRISTMAS (2018)
W 12/24/2024 8:41:46 Tipping Point: Lucky Stars (11) Faye Bro
Yesterday 12/24/2024 8:31:11 Abandoned Engineering (3) – Ep 01
E4 12/24/2024 8:26:00 BROOKLYN NINE NINE YR 2- Det. Dave Major
4Seven 12/24/2024 9:26:00 ONE PAN WONDERS
EDEN 12/24/2024 2:09:39 Inside the Ambulance (8) Inside the Ambu
E4 12/25/2024 12:10:00 BIG BANG THEORY YR 3 – THE PSYCHIC VORTE
Yesterday 12/25/2024 19:42:52 Great Coastal Railway Journeys (22) Barr
E4 12/25/2024 9:10:00 YOUNG SHELDON YR 6 – An Ugly Car An Aff
Yesterday 12/25/2024 18:13:57 Antiques Roadshow (26) Trentham Gardens
Drama 12/25/2024 15:12:20 <No title> – Sister Boniface Mysteries:
Really 12/25/2024 15:25:59 Episode 3
E4 12/25/2024 11:10:00 MODERN FAMILY YR 5 – The Feud
Alibi 12/25/2024 0:29:23 White Collar (13) Front Man
Drama 12/25/2024 8:45:51 Classic Doctors (159) The Sweet Silver S
Yesterday 12/25/2024 1:12:25 Great British Railway Journeys (5) Longn
E4 Extra 12/25/2024 16:15:00 RAMSAY’S KITCHEN NIGHTMARES USA – Olde S
W 12/25/2024 8:40:26 Tipping Point: Lucky Stars (1) Paul Mert
4Seven 12/25/2024 9:45:00 CHRISTMAS IN LOVE
EDEN 12/25/2024 1:27:00 Anthony Bourdain: Parts Unknown (8) Beir
Yesterday 12/26/2024 17:29:07 WW2 – Frontlines (4) Omaha
Dave 12/26/2024 1:30:53 Would I Lie to You? (9) The Unseen Bits
W 12/26/2024 14:14:53 Gavin and Stacey (2) Gavin and Stacey
Alibi 12/26/2024 11:09:59 Death in Paradise (5) Man Overboard – Pa
Really 12/27/2024 8:42:29 First Auction Huge Surprise
E4 Extra 12/27/2024 8:26:00 NINJA WARRIOR: JAPAN
C4 Network 12/28/2024 17:25:00 TEN COMMANDMENTS THE
W 12/28/2024 7:45:36 The Bill (29) The Decoy – Part 1
E4 Extra 12/28/2024 16:45:00 BROOKLYN NINE NINE YR 1 – THANKSGIVING
Yesterday 12/28/2024 8:28:43 World at War – Ep 1 A New Germany
Really 12/28/2024 8:13:09 Brian Conley Edwina Currie
FilmFour 12/29/2024 0:50:00 LAST STAND THE
Dave 12/29/2024 1:14:58 Have I Got a Bit More News for You (3) H
E4 12/29/2024 14:40:00 MOUSEHUNT
FilmFour 12/29/2024 2:30:00 TEAM AMERICA: WORLD POLICE
E4 12/29/2024 8:50:00 RAMSAY’S KITCHEN NIGHTMARES USA V – The
Drama 12/29/2024 8:09:03 The Bill (51) Death or Glory
Really 12/29/2024 8:29:25 Dads Valuable Hoard
C4 Network 12/30/2024 0:40:00 SCENT OF A WOMAN (1992)
E4 12/30/2024 15:26:00 MODERN FAMILY YR 6 – Queer Eyes Full He
E4 12/30/2024 10:40:00 BIG BANG THEORY THE (YR 1) – THE LOOBEN
HGTV 12/30/2024 8:28:11 Ben And Andrea
Alibi 12/31/2024 9:26:44 Father Brown (2) The Jackdaw’s Revenge
Alibi 12/31/2024 0:13:09 White Collar (3) Copycat Caffrey
GOLD 12/31/2024 0:26:16 Ghosts (7) It’s Behind You
HGTV 12/31/2024 1:08:48 Flip With A View A
HGTV 12/31/2024 9:22:46 Episode 24
Really 12/31/2024 8:25:54 Episode 1
GOLD 12/31/2024 8:11:49 The Two Ronnies (5) The Two Ronnies
E4 1/1/2025 16:48:48 YOUNG SHELDON YR 7 – A Frankenstein’s Mo
E4 1/1/2025 20:28:43 KITCHEN NIGHTMARES USA YR 1 (2023 REBOOT
Drama 1/1/2025 21:32:45 The Alienist (01) – 06. Ascension
E4 1/1/2025 2:22:00 GOGGLEBOX SERIES 22
Dave 1/2/2025 15:35:19 Gavin and Stacey (2) – 04
GOLD 1/2/2025 17:55:35 Only Fools and Horses (6) Three Men a W
E4 1/2/2025 20:17:11 KITCHEN NIGHTMARES USA YR 1 (2023 REBOOT
GOLD 1/2/2025 20:27:49 Only Fools and Horses (2) The Chance of
HGTV 1/2/2025 21:28:20 Taking On Tennessee
Dave 1/3/2025 16:14:01 Gavin and Stacey (3) – 05
Yesterday 1/3/2025 18:10:21 Antiques Roadshow (7) Broughton Castle 2
Alibi 1/3/2025 20:44:16 White Collar (6) In the Red
C4 Network 1/3/2025 0:20:00 THE BIG FAT QUIZ OF EVERYTHING 2025
Drama 1/4/2025 10:22:24 Pie in the Sky (7) Swan in His Pride
Alibi 1/4/2025 14:42:33 Death in Paradise (11) – 03 Death in Fl
Drama 1/4/2025 20:43:09 The Brokenwood Mysteries (2) A Real Page
Drama 1/4/2025 23:20:22 The Inspector Alleyn Mysteries (2) Dead
Alibi 1/4/2025 23:34:19 Death in Paradise (11) – 04 Undercover
E4 1/5/2025 18:25:00 BIG BANG THEORY YR 2 – THE CUSHION SATUR
More 4 1/5/2025 18:50:00 COME DINE WITH ME DAYTIME 10
Dave 1/5/2025 22:51:46 Mock the Week (7) Mock the Week
C4 Network 1/5/2025 0:20:00 Fury
EDEN 1/6/2025 16:43:44 Exploration Volcano (8) The Ridge of Fir
W 1/7/2025 17:47:58 My Dream Home (10) Janice and Rob
E4 Extra 1/7/2025 21:15:00 8 OUT OF 10 CATS DOES COUNTDOWN SERIES 1
Really 1/8/2025 9:27:45 History And Provenance
W 1/8/2025 18:10:43 DIY SOS: The Big Build (3) Monmouth
HGTV 1/8/2025 18:43:12 Episode 3
HGTV 1/8/2025 19:38:47 Episode 93
Yesterday 1/9/2025 21:43:29 Bangers & Cash (8) Bangers & Cash

 

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