Vegan mylk brand Rebel Kitchen has launched new billboards across the UK that carry hidden messages for outgoing US President Donald Trump.
The Rebels—a B-Corporation certified company—have intentionally hidden messages ‘F OFF Trump’ and ‘TRUMP’S AN ASS’ within new advertising for Veganuary, an annual challenge that promotes and educates about veganism.
Found in OOH ads across the UK, the anti-Trump messages coincide with the launch of the company’s new Organic Barista Mylk, and what FMCG reports is the most popular Veganuary yet—with a record-breaking 500,000 people in the UK signing up to the Veganuary challenge.
According to the outlet, Rebel Kitchen took the opportunity to combine its Veganuary campaign with its own COVID-19-friendly ‘protest’.
— Rebel Kitchen (@rebel_kitchen) January 11, 2021
The brand is known for its ‘hidden message’ ads, which are usually reserved for tongue-in-cheek jibes directed at dairy, supporting the claim that its mylk products, a blend of sustainable, organic, plant based ingredients, are the only alternative that taste like milk.
In light of recent news, the Rebels reportedly felt taking a stand against Trump’s actions was of greater importance. The brand’s hidden messages will be revealed on social media, a place where Trump now has little influence.
“At Rebel Kitchen we do things differently,” co-founder and owner Ben Arbib told FMCG. “From our no-compromise Mylk recipe to our consumer messaging, we never settle. We are rebels with a cause, so we take risks and never shy away from telling it like it is.”
The billboards reportedly form part of Rebel Kitchen’s wider Veganuary campaign promoting its new Organic Barista Mylk, a blend of coconut cream, faba beans and oats, specifically developed to taste and work like dairy in coffee.
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