Meat Loaf's new manager pushes a vegan makeover and a plant-based name

A bewildered Meat Loaf meets his new manager, who has big ideas for the rocker’s image, in a new campaign for U.K. fast casual Italian food chain Frankie & Benny’s. (U.S. viewers will be forgiven if that name isn’t familiar. Meat Loaf doesn’t know it, either.)

“Mr. Loaf” is introduced to the restaurant’s new vegan menu at a blistering pace. Both the musician and the audience are left a bit unsure whether the over-the-top emphasis on “Veganuary” items like the Viva La Vegan burger with vegan cheese fries is just a prank. It isn’t. Finally, PR guru Hugo suggests the ultimate affront: a name change to “Veg Loaf,” which proves to be a step too far.

When it comes to going vegetarian, the real Meat Loaf is actually an easier sell. He gave up meat for most of the ‘80s, and he’s now encouraging people to go meatless one or two days a week.

Creative consultancy Idea Farm came up with the campaign, and the script, creative and production was handled by Lucky Generals, including directing by Chris Goulder.