Veganuary campaign: Till Lindemann recreates Andy Warhol’s 1982 food performance for Likemeat.
© LikeMeat

Rammstein (the band) and the vegan lifestyle? How do these two go together? Well, Rammstein frontman Till Lindemann is seen indulging in a meat-free burger in a video for Düsseldorf company LikeMeat. The avowed meat fan also explains, “It looks like meat, it tastes like meat, but it’s not meat! And it tastes really good!” The clip is inspired by an episode from the 1982 film “66 Scenes from America”, directed by Jørgen Leth, in which Andy Warhol eats a classic hamburger. “We are extremely excited to have Till join our campaign. We believe he is the ideal partner for this project. His approach, attention to detail and creativity are unmistakable in our art film,” explains Karola Kentner-Schütz, head of marketing at LikeMeat.

The clip is part of the current Veganuary campaign, which has more than 100 businesses participating – including discount supermarkets Aldi, Lidl and Penny; chemist chains Rossmann and dm; and Lieferando and restaurant chains Subway, McDonald’s and Domino’s. Brands such as Magnum, Frosta, Knorr, Iglo and Wagner are also planning activities. Iglo, for instance, is starting the new year with its “Yes, ve gan!” initiative (rhyming with “Yes, we can!”) to show consumers how easy it is to incorporate vegan food into daily life and how the Iglo brand can contribute to that. Iglo already carries 46 vegan and 20 vegetarian products in its range. Using posters of Little Red Riding Hood and the Big Bad Wolf, it aims to put a smile on people’s faces and make them curious about meat-free food. Iglo will not be putting its logo on the materials whatsoever. The accompanying slogan, “Yes, ve gan!” is a deliberate reference to the election campaign of former US President Barack Obama.

The organisation Veganuary, established in the UK in 2014, wishes to motivate the world to go vegan during January. In 2020 the campaign saw about 400,000 participants, most of them in the UK, US and Germany. An advertisement featuring American vegan influencer Tabitha Brown being guided through the vegan month has been made to publicise the latest campaign. With each day that successfully goes by without consuming any animal-based products, a smiley sticker is added to the calendar. The organisation says that Veganuary 2021 has received support from numerous celebrities. In an open letter addressing climate change and the prevention of future pandemics, Bryan Adams, Paul McCartney, Ricky Gervais, Jane Goodall and more than 100 additional celebrities put out a call to participate in Veganuary.

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