Linda McCartney's Linda Versus The New Vegans

Linda McCartney Foods has been banging the vegetarianism drum for 30 years. So, when the new vegan movement hit, why was no-one talking about their burgers?

LMF burgers are stocked everywhere, from Iceland to Waitrose. Their sausages are the gateway to vegetarianism for millions. Yet the brand lacked the cultural kudos of the ‘bleeding’ newcomers.

In 2022, Glastonbury held its 50th anniversary. Sir Paul McCartney, headlined on Saturday night, watched by millions. An icon of 20th century music comes together with the most iconic festival in the world. How might the brand leverage this?

Helloooooo Glastonburgers! Introducing the Glastonburger; Sir Paul McCartney’s favourite burger recipe, incorporating Linda McCartney Foods burgers. Sold onsite at the festival in prime position next to the Pyramid Stage, served up backstage to the most influential names, listed at the Hard Rock Cafe in London as a limited edition, and the recipe published in national and regional press. Everyone, wherever they were, got a taste of the UK’s most iconic festival. Culminating in Sir Paul’s shout out live on stage, broadcast to millions…‘Hello all my Glastonburgers!’