Arby’s is the latest food giant to chime in on the plant-based meat trend—that is, by reaffirming its dedication to meat. In keeping with its “We Have The Meats” mantra, the brand released a video spot that details the creation of a turkey-based carrot, what Arby’s calls the “Marrot.” 

Last month, the fast food chain told Fox News that plant-based meat products won’t be on the menu ‘now or in the future.’ In a show of dedication to that stance, Arby’s enlisted Neville Craw, vice president of culinary innovation & brand executive chef for Arby’s to create the meat-based vegetable, or “megetable.” The 56-second video spot shows Craw slice a whole turkey breast into the shape of a carrot and sous vide the meat for one hour. He then coats the carrot-shaped turkey in a carrot marinade and brûlée with maple syrup powder. Finally, Craw roasts the Marrot for an additional hour then tops it off with a sprig of parsley to make it look identical in appearance to a carrot. 

“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat . . .90 percent of American’s don’t eat the recommended amount. So we said if others can make meat out of vegetables, why can’t we make vegetables out of meat?” noted Jim Taylor, chief marketing officer for Arby’s.

The spot, which was posted to Arby’s YouTube, elicited a variety of mixed reactions from users. One wrote, “And I thought the ice bucket challenge was by far the most ridiculous thing I had seen,” while another said, “This makes me wanna stop eating meat.”

According to the press release, the Marrot contains more than 70 percent of the recommended daily value of Vitamin A, and over 30 grams of protein. The Marrot isn’t available widely but Taylor and Craw have plans to continue exploring the category of protein-packed vegetables.

The Marrot could mark the beginning of Arby’s marketing overhaul. Not too long ago, Arby’s was in a self-described transition. In an interview with Forbes this year, Arby’s president Rob Lynch said, “Our customers were not loving Arby’s for a very long time. We had lost about $150,000 per restaurant in sales over a four-year period, which, for a brand of our size, is essentially catastrophic.”