beyonce jay z vegan concert contest
Getty Images / Kevin Mazur / Contributor

Beyoncé and JAY-Z have announced a new contest offering fans the chance to win a lifetime’s supply of concert tickets — on the condition they adopt a vegan diet.

The Greenprint project was unveiled on Bey’s Instagram account yesterday. It states that contestants must promise to eat “two plant-based meals a day” or practice “meatless Mondays” to qualify.

This isn’t the first time Beyoncé and JAY-Z have advocated veganism. Earlier this month, the pair co-authored an introduction to Marco Borges’ new book The Greenprint: Plant-Based Diet, Best Body, Better World

“Having children has changed our lives more than anything else,” they wrote. “We used to think of health as a diet — some worked for us, some didn’t. Once we looked at health as the truth, instead of a diet, it became a mission for us to share that truth and lifestyle with as many people as possible.”

Words by Daniel Pearson
Life Editor

Daniel is the editor of Highsnobiety Life. He grew up in north of England and is now based in Berlin.