Beyonce and Jay-Z have launched a contest to give a lucky winner a lifetime of free tickets to their concerts – but there’s a catch.
In exchange, the superstar duo are urging fans to adopt a vegan diet for a month – hot on the heels of Veganuary.
The Lemonade singer announced the competition to her 123 million followers on Instagram, which will see one fan chosen at random to win a pair of tickets annually for 30 years.
It is estimated that the prize has a retail value of $12,000 (£9,160).
Beyonce told her followers that the contest is to support the Greenprint Project, which promotes the adoption of a full or partially vegan diet.
The organisation argues that switching to plant-based meals can have a positive impact on the environment – reducing carbon emissions, saving water, and conserving resources.
It was founded by Marcos Borges – Beyonce’s personal trainer.
In a statement, Beyonce and Jay-Z said: “The benefits of a single plant-based meal a day can have such a profound impact on our health and the environment, spanning from cutting carbon emissions to conserving water.
“We want to challenge you as we challenge ourselves to move towards a more plant-based lifestyle and acknowledge you for standing up for your health and the health of the planet.”
Beyonce has said she has committed to eating no meat on Mondays and eating plant-based breakfasts, while her husband Jay-Z said two of his daily meals will be plant-based.
Competition to win the lifetime supply of tickets is likely to be fierce, with 587,000 liking her Instagram post so far.