Observed Signal · Sep 21, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Better Nature's Fred the Fox Promotes Tempeh in AI Campaign
Plant-based tempeh brand Better Nature launched 'Believe in Tempeh,' a UK marketing campaign featuring a mascot character, Fred the Fox, who loves chicken but enjoys tempeh as an alternative. The campaign, created by Impatient Ideas, uses playful storytelling and AI tools to encourage meat-eaters to swap chicken for tempeh one night a week. It launched with teaser billboards and a TV film, culminating in a complete diptych reveal. The production blended AI-generated visuals with human creativity, using platforms like Higgsfield and ByteDance's Seedance model. The brand aims to reduce animal protein consumption without demanding sacrifice, backed by research indicating consumer openness to alternatives.
A marketing campaign for a niche plant-based brand, notable for AI use in creative production, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Better Nature launched its biggest marketing campaign to date, 'Believe in Tempeh'.
- The campaign introduces Fred the Fox, a chicken-loving fox who promotes tempeh.
- Creative agency Impatient Ideas led the campaign, with production by Rad Digital.
- The campaign used AI tools: Higgsfield, OpenAI's GPT Image 2, and ByteDance's Seedance 2.5.
- Better Nature's research found 54% of Brits are bored of chicken and 35% open to trying other proteins.
Connected Companies & Entities
3 Entities mapped“Higgsfield was the platform chosen for the project, with its Cinema Studio tool used to control the camera and lenses....”
“Those images were fed into ByteDance’s Seedance 2.5 video model as references for the moving footage....”
“Images of Fred and his kitchen were generated using OpenAI's GPT Image 2....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ads of the Week: Hungry AI, beer-cheese rain and football’s lost goal
This week's ad roundup features Snickers' Hungr.AI campaign, which lets users feed a digital candy bar to misbehaving AI chatbots; White Castle's 'Beer Cheese Me' campaign with Garage Beer; Vodafone's AI-powered reconstruction of the Bundesliga's first goal; and creative work from BARK, ECHO, Cheez-It, and The Michael J Fox Foundation. The collection highlights humorous and nostalgic approaches in advertising, with campaigns from various agencies including Tombras, Cramer-Krasselt, BBDO New York, and GSD&M.
Filmmaker Finds UK Agencies Reluctant to Embrace AI Ads
Filmmaker Nick Tasker created a spec commercial featuring a chicken riding a unicycle, entirely using AI, which was praised as excellent advertising. Despite positive reactions from Hollywood agents and US agencies, Tasker reported a notable lack of interest from London ad agencies, highlighting a cultural divide in AI adoption. Julie Seal, creative director at Republic of Imagination, discusses with Tasker the reasons behind UK agencies' hesitation, including fear of change, perceived threats to traditional craft, and a general reluctance to embrace new technologies. The article contrasts this with the US, where AI is being used for major projects like Super Bowl commercials, and argues that UK agencies are lagging, potentially missing out on a significant opportunity to enhance creativity and efficiency.
Faith In Nature Debuts First TV Ad in 52 Years
Faith In Nature, a UK-based eco-friendly personal care brand, launched its first-ever TV advertisement in its 52-year history, winning a slot through Channel 4's B Corp competition. The ad, titled 'Bees R Good', features a DIY-style production with employees in homemade costumes, celebrating the brand's commitment to nature and its unique corporate governance where 'Nature' holds a board seat. The campaign premiered on Channel 4 on October 4, 2026, and will air until the end of October. The ad was created by creative agency Dream Quickly, directed by John Ogunmuyiwa, and produced by Blink Productions. Faith In Nature shares a £600,000 prize pool with four other B Corp winners.
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