Plant-based foodstuff Quorn is out with a humorous campaign for Veganuary, in which a bunch of confirmed carnivores admit to giving a flexitarian diet a go.

A mammoth-loving cavewoman, a country farmer, a Venus flytrap plant, what might be an admitted cannibal ("I literally eat my competitors for breakfast," she says) and (perhaps most formidably) a very traditional English cook are among those trying Quorn for the good of the planet in the spot. Adam&Eve/DDB was behind the ad, directed by Gary Freedman via Independent. 

The Quorn brand is hoping to persuade people to shift their entrenched behaviors by making small but positive steps towards lowering their carbon footprint. It comes as more consumers are experimenting with flexitarian diets or lowering their meat consumption and turning to meat alternatives.

The U.K. launch of the campaign, which includes out-of-home and social ads and PR as well as the TV spot, will be followed by a global rollout of the campaign later this Spring.