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Hatch Communications
Hatch Communications

Thought Leadership

Veganuary 2023: three of this month’s best plant-based campaigns

by Emily Boswell

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Veganuary has become a major date in marketers’ calendars, with the number of Brits taking on the challenge growing each year. In fact, research suggests that this time around, one person signed up for Veganuary every 2.4 seconds!

YouGov data tells a similar story with almost three-quarters (71%) of British adults having heard of Veganuary, and 9% having tried the plant-based challenge at least once since the campaign began in 2014. Based on the current population then, it’s estimated that to date approximately six million people have undertaken the challenge and trailed a plant-based diet.

With no signs of slowing, Veganuary is posing an ever-greater and ever-more important opportunity for brands to engage with their audiences. So, what have brands been doing this year? Here’s a round-up of some of the campaigns we’ve seen this month.

  1. Asda X Zoe Clifton

Food being prepped in a kitchen

When Married At First Sight returned to our screens last year, one of the stand-out cast members was renowned meat-lover, Zoe Clifton.

During the show, we saw Zoe and new wife (and vegan) Jenna butt heads over Zoe’s reluctance to even try plant-based alternatives. Therefore, who better to convert to the plant side for Asda’s latest campaign, than vegan-sceptic and unlikely ambassador Zoe herself?

The partnership is part of Asda’s latest campaign to promote its two new vegan ranges – OMV! and Plant Based by Asda. The two new ranges will see more than 100 new plant-based products hitting the supermarket’s shelves this year.

  1. Strong Roots X Crystelle Pereira

Pans on a stove top

In another influencer campaign, plant-based food brand, Strong Roots, partnered with Bake-Off star Crystelle Pereira to promote its product offering.

The brand worked with the celebrity chef to develop three bespoke recipes, using Strong Roots products, to provide inspiration for people taking part in Veganuary. The recipes included: Miso Mushrooms on Sweet Potato ‘Toasts’; a Five-ingredient Cauliflower Hash Brown Sandwich; and Vegan Breakfast Tacos with Garlic-Roasted Sweet Potatoes.

  1. Wagamama X The Bread and Butter Thing

Aerial view of bowl of food

As a CSR initiative, Wagamama has extended its ongoing partnered with charity The Bread and Butter Thing to launch a new Veganuary dish, allowing one million meals to be donated to low-income families.

Wagamama introduced its new dish, a vegan take on its much-missed kare lomen, to celebrate the new initiative, which will involve projects in its restaurants and out in the community.

Overall, the campaign will see Wagamama provide support for The Bread and Butter Thing to deliver one million meals’ worth of food to families who use the charity.

Which Veganuary campaigns have caught your eye? Tweet us your thoughts at @Hatch_Group

Veganuary has become a major date in marketers’ calendars, with the number of Brits taking on the challenge growing each year. In fact, research suggests that this time around, one person signed up for Veganuary every 2.4 seconds!

YouGov data tells a similar story with almost three-quarters (71%) of British adults having heard of Veganuary, and 9% having tried the plant-based challenge at least once since the campaign began in 2014. Based on the current population then, it’s estimated that to date approximately six million people have undertaken the challenge and trailed a plant-based diet.

With no signs of slowing, Veganuary is posing an ever-greater and ever-more important opportunity for brands to engage with their audiences. So, what have brands been doing this year? Here’s a round-up of some of the campaigns we’ve seen this month.

  1. Asda X Zoe Clifton

Food being prepped in a kitchen

When Married At First Sight returned to our screens last year, one of the stand-out cast members was renowned meat-lover, Zoe Clifton.

During the show, we saw Zoe and new wife (and vegan) Jenna butt heads over Zoe’s reluctance to even try plant-based alternatives. Therefore, who better to convert to the plant side for Asda’s latest campaign, than vegan-sceptic and unlikely ambassador Zoe herself?

The partnership is part of Asda’s latest campaign to promote its two new vegan ranges – OMV! and Plant Based by Asda. The two new ranges will see more than 100 new plant-based products hitting the supermarket’s shelves this year.

  1. Strong Roots X Crystelle Pereira

Pans on a stove top

In another influencer campaign, plant-based food brand, Strong Roots, partnered with Bake-Off star Crystelle Pereira to promote its product offering.

The brand worked with the celebrity chef to develop three bespoke recipes, using Strong Roots products, to provide inspiration for people taking part in Veganuary. The recipes included: Miso Mushrooms on Sweet Potato ‘Toasts’; a Five-ingredient Cauliflower Hash Brown Sandwich; and Vegan Breakfast Tacos with Garlic-Roasted Sweet Potatoes.

  1. Wagamama X The Bread and Butter Thing

Aerial view of bowl of food

As a CSR initiative, Wagamama has extended its ongoing partnered with charity The Bread and Butter Thing to launch a new Veganuary dish, allowing one million meals to be donated to low-income families.

Wagamama introduced its new dish, a vegan take on its much-missed kare lomen, to celebrate the new initiative, which will involve projects in its restaurants and out in the community.

Overall, the campaign will see Wagamama provide support for The Bread and Butter Thing to deliver one million meals’ worth of food to families who use the charity.

Which Veganuary campaigns have caught your eye? Tweet us your thoughts at @Hatch_Group

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