Andy Shovel, co-founder of the hugely successful meat-alternative brand THIS™, is taking on a new challenge, but this time, it’s not just about plant-based food—it’s about tackling animal welfare issues in a way that’s engaging, creative, and even a bit humorous. His latest venture, A Bit Weird, is an organisation with a mission to shine a light on some of the most overlooked and distressing animal welfare problems in the UK, using an approach that feels more like a clever marketing campaign than a traditional activist movement.
Instead of relying on shocking imagery or guilt-driven messaging, A Bit Weird aims to use humour and creativity to get people talking about topics that are usually swept under the rug, such as the culling of male chicks in the egg industry and the painful castration of male lambs. These are practices that most consumers either don’t know about or prefer not to think about, but Shovel believes that by making the conversation more accessible and engaging, he can help push for meaningful change.
Shovel is no stranger to shaking up the food industry—THIS™ has become one of the UK’s leading plant-based brands, offering hyper-realistic meat alternatives that have won over vegans and non-vegans alike. His experience in marketing and branding has clearly influenced A Bit Weird, which takes a fresh and unconventional approach to activism. Rather than relying on the traditional shock tactics often associated with animal rights campaigns, the organisation is finding ways to make people laugh, think, and, most importantly, take action.
Although A Bit Weird is still in its early stages, Shovel hopes that by focusing on specific, winnable battles—like ending outdated farming practices that cause unnecessary suffering—he can help bring about tangible improvements in animal welfare. Given his track record in disrupting the food industry with innovative ideas, there’s every chance this new venture could make a real difference.
For those interested in learning more, keeping up with A Bit Weird’s campaigns, or supporting its mission, the organisation is set to launch a series of creative initiatives in the coming months. If nothing else, it’s sure to be an entertaining and thought-provoking ride.
