Creative agency Joint has officially unveiled its first campaign for Pilgrim’s Europe, marking a new chapter for the group’s brand communications. The launch spotlights Richmond’s latest product, Veggie Tasty, a new vegetable-based alternative designed to attract consumers looking for simpler, more natural options in the plant-based aisle.
Rolled out nationwide from 12 January 2026, the campaign spans digital out-of-home (DOOH), point-of-sale activations and social platforms, including Meta and TikTok. It is set to run for five weeks, supported by a series of short-form social assets developed to build awareness and encourage trial.
Repositioning plant-based around simplicity
Rather than competing in the crowded world of highly processed meat substitutes, Veggie Tasty is positioned as a return to basics. The product champions familiar vegetables and straightforward ingredients, while promising the texture and flavour that have long defined Richmond’s appeal.
Joint’s creative approach reflects this ambition. The out-of-home executions rely on bold visuals, playful headlines and accessible language, presenting Veggie Tasty as an uncomplicated mealtime choice. On social media, the campaign adopts a lighter, more humorous tone, bringing the vegetables themselves to life through animated characters designed to resonate in fast-scrolling environments.
A brand platform built for digital behaviour
The TikTok-first strategy is central to the campaign, using short, punchy formats to introduce the product and its ingredients in an entertaining way. These animated vegetables act as both storytellers and brand cues, translating Richmond’s down-to-earth personality into a digital-native language.
The media plan reinforces this multi-touchpoint logic, connecting outdoor visibility with in-store presence and mobile-first storytelling. The objective is clear: ensure Veggie Tasty is seen, understood and, above all, tasted.
A strategic milestone for Pilgrim’s Europe and Joint
This campaign represents the first creative work to go live since Joint was appointed as Pilgrim’s Europe’s agency partner in July 2025. Beyond launching a new product, it signals a broader creative ambition for the Richmond brand and for Pilgrim’s Europe’s approach to marketing.
From Pilgrim’s Europe’s perspective, Veggie Tasty is more than a single innovation. It establishes a new platform for future development within the plant-based category, where growth increasingly depends on accessibility, taste reassurance and brand trust rather than novelty alone.
By leaning into humour, simplicity and product truth, Joint’s debut campaign sets out to modernise Richmond’s voice without distancing it from its mainstream roots. In doing so, it positions Veggie Tasty not just as another alternative, but as a familiar option for consumers navigating a fast-evolving food landscape.
