The organisation plans to challenge non-veggies to try vegetarianism with the strapline 'Can you keep it up all week?'.
Photographs featuring vegetarian Phoenix Nights comedian David Spikey holding a courgette will be sent to men's magazines, while an online 'rude food' film, showing vegetables being rubbed and caressed, will be made available for the public to download.
The society also intends to publish research on connections between vegetarianism and attitudes towards eating animals to raise awareness about what motivates many people to give up meat.
It will attempt to get non-veggies to question their own logic about the animals they eat, by emphasising that vegetarians feel the same about eating cows and lambs as most meat-eaters feel about eating cats and dogs.
To grab the attention of MPs and stir up interest from the political press, the society is training chefs from the House of Commons to cook vegetarian meals during the week.
Food manufacturers, retailers, caterers, schools, universities, libraries and restaurants have also been encouraged to host special vegetarian events via the food trade press.