There’s a new villain in town – and this one’s flame-grilled.

In a bold and hilarious new stunt that’s turning heads across the UK, we’ve unleashed the ultimate showdown: a giant walking beef burger sprinting through Bristol, desperately trying to escape a squad of cape-wearing superheroes. It’s chaotic. It’s cinematic. It’s slightly absurd. And most importantly – it’s delivering a serious environmental message with a side of laughter.

Halfway Heroes is using creativity, comedy, and food to spark real climate action. We’re on a mission to get the public to go 50 per cent plant-based, and what better way to start than by chasing The Methane Menace through the streets?

Picture this: a peaceful afternoon in a bustling Bristol park is interrupted by the sudden appearance of an enormous anthropomorphic beef burger. It’s not long before our team of Halfway Heroes – dressed in bold superhero costumes, capes flying, masks on – give chase, weaving between shocked dog walkers and amused passers-by.

And yes, we filmed the whole thing.

The result is a fast-paced, funny, and unexpectedly thought-provoking short film designed to do one thing: start a conversation. Because let’s face it – people don’t expect climate messaging to come with a side of slapstick. But maybe they should.

In a media-saturated world, we wanted to do something different. Something memorable. Something that cuts through the noise and invites people to stop, laugh and then think.

Why is the beef burger the villain? Because it represents one of the most environmentally damaging foods on the planet. Beef production is a major driver of climate change, generating 22.6 kg of CO₂e per kilogram produced in the EU, alongside causing deforestation, biodiversity loss, and water pollution.

The burger may be ridiculous, but the data behind it is very real.

That’s where the Halfway Heroes campaign comes in. We’re not demanding perfection. We’re encouraging progress. Our mission is simple: ask people to make half their weekly meals plant-based and show them how delicious and impactful that can be.

It’s a small step – but one with a huge carbon-saving impact.

To bring the campaign to life, we’re hitting the road. The Halfway Heroes Tour will roll into five UK cities this summer, handing out hundreds of free vegan burgers and encouraging people to take the Halfway Hero Pledge.

We’ll be serving up food, facts, and fun – one city at a time.

This is a campaign rooted in positivity and possibility. It’s about empowering everyday people to be heroes in their own lives – not by doing everything, but by doing something.

And if that “something” starts with a burger, well… we think that’s a great place to begin.

📍 Check out tour dates and take the pledge to be a Halfway Hero here

📢 Watch the video and follow the fun on Instagram and TikTok @vivacharity

Because the planet needs saving – and you don’t need a cape to be a hero.