THIS™ Appoints St Luke’s as Lead Creative Agency

THIS™, the fastest-growing plant-based meat alternative brand, has appointed St Luke’s as its lead creative agency following a competitive pitch managed by new marketing director Debbie Epstein, in a pitch called following the decision to scale-up marketing investment for the key new year trading period. 

St Luke’s will be the creative agency of record for THIS™ and its remit includes all through the line communications, with work spanning TV, OOH and social, as well as all brand communications.

Debbie Epstein, who joined THIS™ in April 2024, having worked for brands such as Ella’s Kitchen, Montezuma’s, The Royal Mint and The Body Shop, has been tasked with taking the brand to its next stage of growth by driving penetration among meat lovers who are looking to reduce their meat consumption without compromising on taste. 

THIS™, a B-Corp accredited company, was founded in 2019 by Andy Shovel and Pete Sharman to create plant-based products of superior taste and texture, thereby improving the nation’s health and environmental impact.  

Debbie Epstein, marketing director, THIS™ said of the appointment, “St Luke’s nailed the pitch with a laugh out loud concept which captured our irreverent and somewhat maverick approach and I can’t wait to see it come to life.”

Ed Palmer, managing director, St Luke’s commented, “With its ambitious team and phenomenal product range, the prospect of working with THIS™ is as mouth-watering as its burgers. We can’t wait to sink our teeth into the brief.” 

Rich Denney, joint creative officer, St Luke’s, added, “THIS™ has quickly established itself as the irreverent maverick of its category with the appetite to go way further. THIS™ may not be meat, but it’s one hell of a meaty creative challenge.”