You Can Change Your Meat Habit with the World's First Helpline

Simple Feast is a Danish tech start-up that prepares and delivers plant-based meals to people looking to transition to a healthier way of eating.

With their motto ‘Fall in love with real food, all over again,’ Jakob Jønck and Thomas Ambus aim to bring quality food back to Denmark while contributing to the protection of the environment by reducing meat consumption. They deliver meal boxes straight to Danes’ doorsteps. Unlike other meal kit services that deliver pre-cooked meals in plastic packages or takeaway restaurants, Simple Feast delivers sustainable and organic meals packaged in biodegradable boxes. Their customers have the option to choose from weekly boxes to full monthly meals.

Simple Feast not only delivers vegetarian and vegan food but it is also the first company in the world to offer a helpline for those struggling to stop eating meat or even just reducing their daily intake. The helpline was open for four weeks, and in the call centre sat doctors and legitimised nutritionists who guided those who wanted to go green.

According to the company’s website, the average amount of Danes’ annual meat consumption should be decreased in order to help prevent a climate disaster. With Danes consuming between 90–100 kilograms of meat per person each year, Simple Feast hopes to contribute to locals’ eating habits.

In order to communicate their message, the people behind Simple Feast created a video that replaces cigarettes with sausages. By using footage from the 195os when smoking was allowed everywhere without offering much information about its harmful effects, the video ad aims to challenge viewers to critically assess our daily meat consumption.

“We have tried to present a picture that illustrates how absurd we are as people when we consider something like this (smoking) as normal,” Jakob Jønck said on DR. “Just because it’s been our story, it doesn’t have to be our future. [It’s important] to start a discussion about something so urgent regarding which we’re so far behind [about], we have to start it somewhere where people can stop for a moment, turn off the autopilot and start to reflect,” he added.