Richmond’s Veggie Tasty Ingredients Come to Life in Playful Campaign

Creative agency Joint has launched its first campaign for Pilgrim’s Europe, unveiling a new out-of-home and social campaign for Richmond’s latest product innovation, Veggie Tasty.

Joint was briefed to drive awareness and trial of Veggie Tasty, which landed in supermarkets late December. Amid growing demand for more natural vegetable-based products, the campaign aims to position Veggie Tasty as a simpler option in the plant-based aisle - offering familiar vegetable goodness, whilst delivering great Richmond texture and flavour.

The creative celebrates Richmond as a down-to-earth mealtime favourite - heroing the simplicity of Veggie Tasty, packed with the veg the nation loves. The OOH uses playful headlines, unpretentious language and bold imagery. Whilst the TikTok first social playfully brings the ingredients of Veggie Tasty to life, through animated talking vegetables.

The campaign will run for five weeks across DOOH, POS and social channels, including Meta and TikTok, in five and 10-second social assets.

This campaign marks Joint’s first work to go live for Pilgrim’s Europe since the agency was appointed in July 2025.

Algy Sharman, chief creative office at Joint said, “Richmond is a heart of the nation brand, so it’s only right that their Veggie Tasty sausages include heart of the nation veg. These ads are simple, fun and the writing is charming.”

Chris Doe, UK marketing and innovation director at Pilgrim’s Europe, added, “This is our first campaign with Joint since appointing them in July, and it marks an important step for the Richmond brand. It launches our new Veggie Tasty NPD platform in a bold, disruptive way, while staying true to what consumers know and love about Richmond. Pre-testing results were strong, and I’m confident this multi-touchpoint campaign will drive awareness and trial, while ensuring Richmond fuels category growth within Plant-Based. It’s a clear signal of our ambition for creative at Pilgrim’s Europe going forward.”

The campaign will run nationwide across DOOH and social from 12 January 2026.