The Vegetarian Butcher

Blind dates tested connections with differing food beliefs

Read more

For Valentine’s Day, creative agency TBWA\NEBOKO and Bruut Amsterdam partnered on a captivating social experiment for The Vegetarian Butcher. The experiment entailed arranging blind dates between six unsuspecting vegans and meat-eaters, carefully matched based on shared life experiences, common interests, or attraction preferences.
 
The pivotal question was whether their connection would withstand the revelation of differing food beliefs. This unique experiment not only captured the essence of Valentine’s Day but also added a thought-provoking twist to challenge preconceived notions.
 
Bruut Amsterdam managed full production: casting, pop-up restaurant, and ensured the candidates remained unaware of the experiment’s twist during filming, all in just 12 days.

Client

Unilever

Agency

TBWA/NEBOKO

Director

Mea Dols de Jong

Plant-based meals surprise participants, sparking connections and love at first bite

Both couples were served the same plant-based menu, with wording tailored to their taste profiles. After revealing that they had eaten the same meal, they were asked if they wanted another date.
 
Among the participants were Drew Miller, a passionate vegan, and Jonathon Charlesworth, a devoted carnivore. Their romantic meal led to an ongoing relationship.
 
While not all couples felt a strong connection, everyone was surprised by the plant-based dishes. Meat-eaters even claimed love at first bite.
 
Joris Philippart, creative director at TBWA\NEBOKO, praised the clients for standing behind an important message: love should not be limited by dietary choices, especially on Valentine’s Day.
 
Laura Iliffe, senior brand manager at The Vegetarian Butcher, emphasized that a plant-based diet can be lifelong, and that love should not be sacrificed over food choices.

See more

Ministry of Health, Welfare & Sport

Donald Duck