Shoppers were amazed when they thought they had spotted outspoken carnivore Piers Morgan - buying meat free products in the supermarket.
Bystanders had to do a double take when the anti-vegan telly host appeared to be browsing products in a plant-based cabinet.
'Piers' - who has claimed that meat-eaters are better lovers than vegans - even ended up filling a basket with meat-free sausages and burgers from the 'Naked Glory' range.
However, all was not as it seemed - as 'Piers' turned out to be a lookalike posing for pictures taken by artist Alison Jackson.
Alison Lees, marketing manager for Naked Glory, said: "Our Naked Glory products are quite simply the meatiest things since meat.
"The range was created by meat lovers, for meat lovers - they look like meat, cook like meat, and taste like meat.
"You simply won't be able to resist cheating on meat this Veganuary - even if you're Piers Morgan."
