MorningStar Farms x Colton Underwood

ITB helped strike a partnership between vegetarian brand MorningStar Farms and reality TV star Colton Underwood, of ‘The Bachelor’ fame. The campaign sees Underwood encouraging Americans to try meatless products with the tagline ‘Lose Your Vegenity’ – a play on his publicised decision to remain a virgin until after marriage.


Underwood’s initial campaign teaser on Instagram– a tongue-in-cheek clip of him losing his ‘veginity’ after tasting MorningStar Farms’ Spicy Black Bean Burger – generated millions of views as well as entries to the competition to join him at a live grilling event. A few weeks later the winners attended the plant-based party in New York, trying Underwood’s favourite MorningStar Farms products and discovering ways to introduce more tasty meatless products into their diets.

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