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On The Table Read, “the best creativity magazine in the UK“, plant-based meat mavericks, THIS™, have gone guerrilla again, forging Vincent Van Gogh’s infamous Sunflowers painting and hanging it on the walls of an internationally acclaimed museum.


Mincent Van Gogh from THIS™ on The Table Read
Mincent Van Gogh by THIS™

THIS™, the pioneers of plant-based meat, have done it again. This time, in their most ambitious undercover operation to date, they took their antics to Amsterdam. The company was successful in putting its own version of the infamous Sunflowers painting by Vincent Van Gogh on the walls of the Van Gogh Museum.

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The recognizable yellow and orange sunflowers from THIS™‘s Mincent Van Gogh painting are adorned this time around with an illustrated pack of THIS™ Isn’t Beef Mince. Unharmed, the team was able to defy security, unpack the artwork, and display it proudly in the museum. All of it was secretly recorded. You can watch a one-minute, twenty-second video of them capturing the moment their Mincent Van Gogh painting became part of the museum.

Mincent Van Gogh from THIS™ on The Table Read
Mincent Van Gogh from THIS™

Mincent Van Gogh

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Hundreds of people stood to take in the succulent masterpiece. Surprisingly, the painting remained on the wall for the better part of an hour before being taken down. In the video, people look at the artwork and the plaque that goes with it; Kindly loaned by THIS™ in honor of their THIS™ Isn’t Beef Mince campaign; this exceptional Sunflowers picture was made by Mincent Van Gogh, and is an uncommon disclosure tracked down in the confidential assortment of Mr P. L. Antbased 2022′.

According to Andy Shovel, co-founder of THIS™, “It was obvious really, where else are you supposed to celebrate a masterpiece, other than an internationally renowned gallery?!”

Mincent Van Gogh was created to celebrate THIS™‘s new beef mince, which is known for its tongue-in-cheek marketing. Launched in September with Tesco and Sainsbury’s, the brands believes you will not be able to tell the difference between THIS™ and meat, while it’s additionally low in sat fat and high in protein. When it comes to undercover, guerrilla marketing, THIS™ has established a name for itself, launching nuggets with an Ed Sheeran impersonator and fooling an entire Italian food show into believing it was an artisan meat business.

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