Hold onto your buns because Halfway Heroes is going on tour!
We’re hitting five major UK cities this summer with a mission: to feed the nation delicious plant-based burgers and show just how easy – and tasty – climate action can be. We’re serving up flavour, fun and free food to inspire people to be heroes for the planet – one bite at a time.
What’s the Tour All About?
The Halfway Heroes campaign is about encouraging people to go 50 per cent plant-based each week to cut their carbon footprint and protect the planet. Why? Because the science is clear: reducing meat and dairy is one of the most powerful things we can do to fight climate change.
And the best part? You don’t need to go all in at once. This campaign is here to make that first step delicious, doable and even a little bit fun.
Now, we’re taking this message on the road – and we’re not coming empty-handed.
The Most Wanted Burger Is Coming to Town
As part of the tour, we’re handing out delicious burgers – totally free, completely plant-based, big on taste and low on environmental impact. Each stop will feature 300 free burger tasters provided to us by THIS, so if you’re nearby, get there early!
You’ll also meet our friendly street team (yes, there might be a giant burger), learn how simple it is to eat for the planet, and pick up some top tips and recipes to get started at home.
Whether you’re vegan-curious, climate-conscious or just really hungry – this is your chance to get inspired, have fun and taste the future of food.
Where We’re Going
We’ll be popping up in:
(Exact locations and times coming soon – keep an eye on our Instagram for updates!)
Why We’re Doing This
At Viva!, we know that big change starts with small steps. Not everyone is ready to go fully vegan, but a lot of people care about the environment – they just don’t know where to start.
Halfway Heroes is here to break down barriers with uplifting, non-judgemental messaging and show that swapping just a few meals a week can make a meaningful difference.
And what better way to start that journey than with a juicy plant-based burger in hand?
Come Along – Be a Hero
If you’ve ever thought about trying more plant-based meals – or know someone who has – this is the perfect time to dive in. We’ll bring the burgers. You bring the appetite. Together, we’ll show the UK that saving the planet doesn’t have to mean sacrifice. It can start with one amazing meal.
Let’s be honest: the world needs heroes. And they don’t need capes – they just need good food and a bit of inspiration. See you on the road! 🌍🍔
