Music superstars Beyoncé and Jay-Z are offering fans a chance to win free tickets for life to their concerts in exchange for adopting a vegan diet for a month.
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The 'Lemonade' singer announced the contest to her 123 million Instagram followers late on Wednesday in support of the Greenprint Project, which encourages people to reduce their environmental footprint by eating plant-based meals.
Under the contest rules, one fan who takes up the challenge will get a pair of tickets to one official concert tour by Beyoncé and/or Jay-Z for the next 30 years.
The fan response online has been enthusiastic, to say the least.
"ALL my family are going vegan. My momma, my dog. Even my bed bugs PERIOD. We all seeing Aunt Beyoncé," one Twitter user wrote.
"Beyoncé offering lifetime tickets to all her shows if we win a contest for going vegan? Bitch hand me some lettuce," said another.
Beyoncé pledged to eat plant-based breakfasts and go meatless on Mondays, while Jay-Z is promising to eat two plant-based meals a day.
In the lead-up to her headline act at Coachella last year, Beyoncé documented her return to a vegan diet on social media for 44 days before the big performance.
The project is the brainchild of Beyoncé's personal trainer, Marco Borges, who published his "The Greenprint" book in December explaining his plant-based diet and exercise plan. The 'Formation' singer and her hip hop mogul spouse wrote the introduction to the book.
A study in the journal Science last June concluded that avoiding meat and dairy products would be the biggest way to reduce the environmental impact on the planet because of reduced irrigation of farmland, animal emissions, food processing and transport.