American singer and actor Meat Loaf has fronted a veganuary campaign for Italian/American restaurant chain Frankie & Benny’s.

In the 90 second spot, Meat Loaf’s new manager attempts to get the singer to change his name to ‘Veg Loaf’ in honour of Veganuary.

Attempting to entice Meat Loaf with food like the Viva La Vegan burger and the No Cheese Cheesecake, it becomes increasingly apparent the singer is having none of it.

Created by indie agency Idea Farm and Lucky Generals, the ad is apparently based on Frankie & Benny’s actual pitch to Meat Loaf.

“Funnily enough, our new video isn’t far off the original real-life pitch to Meat,” said Frankie & Benny’s director of strategy and brand.

“While we couldn’t convince him to rebrand to Veg Loaf, we’re delighted he’s the headline act for our new vegan menu to help spread the word on the benefits of tucking into our meat-free dishes.”

It’s believed Meat Loaf has also agreed to go vegan for the month of January.

Watch the amusing spot for yourself below.