- In 2009, Paul, Stella and Mary McCartney launched the Meat Free Monday campaign as a simple and straightforward idea to show everyone the value of eating less meat - and to make it easier for us all to do so. The Meat Free Monday Cookbook is for everyone who shares the campaign"s aims and consists of recipes and ideas for each of the 52 weeks of the year, from alternatives to the ubiquitous ham sandwich in your packed lunch and delicious snacks for when hunger strikes, to dishes to tempt the most confirmed carnivore and what to make for special occasions. It includes recipes and suggestions for every meal of the day, compiled from contributions from Paul, Stella and Mary McCartney, as well as celebrity and chef supporters of the campaign such as Jamie Oliver, Skye Gyngell, Giorgio Locatelli, Theo Randall, Bryn Williams, Gwyneth Paltrow, Kevin Spacey and Jo Wiley.