Halfway Heroes Tour Serves Hundreds of Free Plant-Based Burgers in Nationwide Climate Action Drive

Halfway Heroes Tour Serves Hundreds of Free Plant-Based Burgers in Nationwide Climate Action Drive

A national campaign encouraging people to go 50 per cent plant-based for the planet has successfully wrapped its Halfway Heroes outreach tour after travelling to five UK cities and giving away more than 700 free vegan burgers in a bid to make sustainable eating easy, fun and delicious.

The tour, run by animal and environmental charity Viva!, is part of the Halfway Heroes campaign – an initiative that asks people to cut their consumption of meat and dairy by half to help tackle the climate crisis. Instead of heavy-handed messaging, the tour used humour, generosity and community engagement to break down barriers around plant-based eating.

The star attraction was the ‘Wanted Burger’ stunt, a humorous film showing a giant beef burger on the run through Bristol city centre. Chased by superhero-style ‘Halfway Heroes’, the burger was ‘wanted’ for its environmental crimes – highlighting beef’s huge carbon footprint and deforestation impact.

The stunt set the tone for the tour itself: fun and cheeky but with a clear message. Each tour stop featured a bright, welcoming outreach stand where staff and volunteers served up free plant-based burgers – made with THIS™ plant-based patties – and invited the public to learn about the environmental impact of their diet.

Importantly, the Halfway Heroes team didn’t just hand over food: they talked to everyone who took a burger about the benefits of going 50 per cent plant-based. Hundreds of people committed to swapping half of their weekly meals for plant-based options.

Rachel Higgins, Viva!s environment campaigner, said:

“This tour proved that change can start with a single meal. People want to help the planet, but they often don’t know where to start. We showed them that being a climate hero doesn’t need to be perfect – it can be as simple as enjoying a delicious plant-based burger. We’re so proud of the positive conversations we had in every city we visited.”

The THIS™ burgers drew rave reviews from participants who were often surprised at how convincing and tasty they were. The brand’s generous support allowed Viva! to reach a diverse audience, from busy shoppers to students and families, in city centres across the country.

Key highlights from the tour:

• Over 700 free vegan burgers served
• Hundreds of pledges to go 50 per cent plant-based
• Outreach events in five major UK cities
• Countless conversations about food’s role in the climate crisis
• Widespread enthusiasm for plant-based eating

By taking the message to the streets, the Halfway Heroes outreach tour turned abstract climate solutions into something tangible, actionable and delicious.

The campaign continues online, with a growing collection of recipes, resources and sign-up opportunities to help people make meaningful changes for the planet, one meal at a time.

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Editors notes

Viva! is the UK’s leading vegan campaigning charity, specialising in undercover investigations and high-profile animal campaigns. Founded in 1994 by Juliet Gellatley, we have spent 30 years creating a kinder, more sustainable world for humans and animals alike.