Beyoncé and Jay-Z are encouraging fans to go vegan by offering them the chance to win a lifetime of free concert tickets.
The A-list duo are running a competition with the Greenpoint Project to bag tickets to their solo and/or combined shows.
Announcing the news on her Instagram, the Lemonade singer directed fans to a website where fans could pledge to eat plant-based meals and/or give up meat in exchange for entering a competition with the luxury prize.
In a statement, the Carters said: “The benefits of a single plant-based meal a day can have such a profound impact on our health and the environment, spanning from cutting carbon emissions to conserving water.
"We want to challenge you as we challenge ourselves to move towards a more plant-based lifestyle and acknowledge you for standing up for your health and the health of the planet.”
Beyoncé, who has three children with her husband, has previously revealed that she has committed to giving up meat on Mondays and having plant-based breakfasts while Jay-Z consumes two plant-based meals a day.
The competition, which closes on April 22 and draws a winner a month later, is estimated to carry a prize worth around $12,000 (£9,000).
The Greenpoint Project – an organisation founded by Beyoncé’s personal trainer – argues that switching to plant-based food is better for the environment because of water and resource conservation and reducing carbon emissions.
Visitors to the site are educated with a series of slideshow images highlighting the reasons to go vegan before the competition is displayed.
