THE VEGANUARY BUSINESS SUPPORT TOOLKIT INSPIRATION FOR BRANDS, RESTAURANTS AND RETAILERS TO GET INVOLVED IN VEGANUARY 2021
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Veganuary Business Support Toolkit THE VEGANUARY BUSINESS SUPPORT TOOLKIT INSPIRATION FOR BRANDS, RESTAURANTS AND RETAILERS TO GET INVOLVED IN VEGANUARY 2021
Veganuary Business Support Toolkit Page 2
CONTENTS
INTRODUCTION GET INVOLVED RESOURCES
03 About Veganuary 17 Special Offers & Price Promotions 26 What We Can Do For You
04 Our Vision and Mission 18 Digital Activity 28 The Veganuary Workplace
Challenge
05 The 2020 Campaign in Numbers 20 Restaurants & Eateries
30 Brand Supporter Guidelines
06 The Environmental Benefits 21 Retailers & Supermarkets
of Veganuary 31 Veganuary Assets
22 Brands
07 Campaign Facts & Figures 32 The Vegan Society’s
23 Press Stunts
Vegan Trademark
08 The Vegan Market
24 Small Brands & Independents
33 Contact
09 Veganuary 2020 Survey Results
25 Fashion, Beauty & Household
10 Veganuary 2020 Corporate
Highlights
11 Veganuary in the Media
14 5 Key Tips for a Successful
Veganuary
15 Veganuary on Social Media
Veganuary Business Support Toolkit Page 3
ABOUT VEGANUARY
WELCOME TO VEGANUARY! day vegan pledge. People from with over 650 new vegan product
all over the world receive daily launches and over 550 new vegan
Since launching in the UK in 2014,
emails providing all the practical options added to restaurant
Veganuary, a registered charity
resources and advice they need to menus. With many businesses
(no. 1168566) has inspired and
make the transition. This includes reporting a significant increase in
supported almost 1 million people
recipes, meal plans, information sales and customer engagement
in 192 countries to try vegan for
on nutrition and much more. With throughout the month – it’s the key
January and beyond. Although
so many more new vegans and month for all things vegan!
Kantar data suggests more than
flexitarians being created, we need
ten times as many people actually As a non-profit organisation,
businesses like yours to join us to
participate and try vegan in our number one aim is for our
shout about your vegan product
January each year. participants to have the best
launches and offers so that new
possible Veganuary experience,
We have worked with businesses vegans and participants can find
which is why we’ve created this
to drive new vegan launches and great vegan options and have the
THE KEY CALENDAR MOMENT: toolkit to help you join us and
activations, making veganism best Veganuary experience.
plan an effective and engaging
more visible and accessible Veganuary is the ideal opportunity
Veganuary campaign. As an extra
through our work with national and marketing tool post-Christmas
incentive, on pages 26-27 of this
and international media. As well to create a one-month campaign
toolkit we include details on how
as continuing to drive large-scale activation in January to focus on
we can support you throughout
change in the UK, we now run your new vegan range launches.
Veganuary,
targeted campaigns in the US, During our 2020 campaign,
Germany and Latin America. The thousands of businesses took
heart of our campaign is our 31- part and supported Veganuary
Veganuary Business Support Toolkit Page 4
OUR VISION AND MISSION
OUR VISION OUR MISSION SIGN UPS PER YEAR:
400,350
Our vision is simple; we want Our mission is to inspire and 400,000
a vegan world. A world without support people to try vegan,
animal farms and slaughterhouses. drive corporate change, and 300,000
A world where food production create a global mass movement 250,310
does not decimate forests, pollute championing compassionate food 200,000
rivers and oceans, exacerbate 168,500
choices with the aim of ending
climate change, and drive wild animal farming, protecting the
100,000
animal populations planet and improving 59,500
to extinction. human health. 3,300 12,800 23,000
0
2014 2015 2016 2017 2018 2019 2020
OUR TOP 10 VEGANUARY COUNTRIES 2020: REASONS FOR SIGNING UP 2020:
BY ORDER
OF SIGN-UPS
1. United Kingdom 7%
2. United States of America
3. Germany 37%
4. Chile
5. Argentina
38% Animals
6. Mexico Environment
7. Italy Health
8. South Africa 18% Other
9. Australia
10. Sweden
Veganuary Business Support Toolkit Page 5
THE 2020 CAMPAIGN IN NUMBERS
MORE THAN 400,000 OVER 80 CELEBRITY THE FIRST PEOPLE FROM
PEOPLE WORLDWIDE AMBASSADORS VEGANUARY TV AD ALMOST EVERY
REGISTERED TO TAKE SUPPORTED THE AIRED ON MAJOR COUNTRY IN THE
PART IN VEGANUARY CAMPAIGN AND GAVE NETWORKS IN FIVE WORLD SIGNED UP
VEGANISM VISIBILITY COUNTRIES AND WAS TO TRY VEGANUARY
… data from Kantar suggests that ten SEEN BY MILLIONS THIS YEAR
times more people actually participate … among them Hollywood A-listers, AROUND THE WORLD
and try vegan in January each year than environmentalists and athletes, such … the only countries without participants
register through the Veganuary website. as Joaquin Phoenix, Paul McCartney, were North Korea, Vatican City and
… on TV, on social media and through
That would mean more than four million Evanna Lynch, Chris Packham and Eswatini (formerly known as Swaziland).
media reports.
people took part! Patrik Baboumian.
Veganuary Business Support Toolkit Page 6
THE ENVIRONMENTAL BENEFITS
OF VEGANUARY
What is the impact of 350,000 people researcher to calculate the impact Veganuary
worldwide doing Veganuary for January? To 2020 would have if we hit our sign-up goal of
Data provided
show what a difference going vegan for just one 350,000 people. In the end we smashed our by Joseph Poore,
month can make we asked an environmental goal so the impact was even greater! environmental researcher
160 TONNES AND
OF PO43-EQ MORE THAN
(EUTROPHICATION) 2.5 MILLION ONE MILLION
41,200 TONNES SAVED FROM LITRES OF ANIMALS
OF CO2EQ SAVED WATERWAYS WATER SAVED SPARED!
according to the
Vegan Society’s
the same as the same impact which is enough calculator
450,000 flights as preventing water to fill an
from London 650 tonnes Olympic-sized
to Berlin of sewage in swimming pool
our waterways
Veganuary Business Support Toolkit Page 7
2020 VEGANUARY RESULTS
CAMPAIGN FACTS & FIGURES
1370
72% 400,000 38% MEDIA STORIES
PARTICIPANTS SIGNED UP FOR We were featured in mainstream
STAYING VEGAN HEALTH REASONS media every single day during the
More than 400,000 people from 192
main campaign period and many
72% of Veganuary countries took part in Veganuary Reasons for taking
of the most renowned media in the
participants who reported 2020 by signing up and taking the part in 2020: 38%
world covered our stories, such as the
they had maintained a pledge, an increase of 60% vs 2019. Health, 37% Animals,
Sunday print edition of The New York
vegan diet throughout That means we had Veganuary 18% Environment
Times, Frankfurter Allgemeine Zeitung,
January said they now plan participants in every country in the
Wall Street Journal, CNN Chile,
to stay vegan world but three!
The Guardian, BBC, Forbes,
60%
The Washington Post and we were
featured on the cover of The Times
and New Scientist
98%
WOULD RECOMMEND
93% EASIER THAN EXPECTED
60% of participants we surveyed
1 MILLION
LIKELY TO TRY VEGAN AGAIN told us the Veganuary challenge
Veganuary is enjoyable. 98% 93% of those participants who was easier than they had anticipated
of participants surveyed aren’t committing to stay vegan and 48% of those who decided to
From Feb 2019 to Jan 2020
in 2020 said they would after Veganuary said they were stay vegan say this decision was
the Eating Out section on
recommend Veganuary ‘somewhat likely’, ‘very likely’ or influenced by the discovery of great-
veganuary.com, including
to others ‘extremely likely’ to try veganism tasting food
the Special Offers and
again in the future, showing plant- Restaurant pages, received
based demand remains on an over 1 million visitors
upward trajectory
Source: Veganuary 2020 Participant Survey
Veganuary Business Support Toolkit Page 8
THE VEGAN MARKET 92% OF
PLANT-BASED MEALS
TWICE AS MANY
1 IN 3
PEOPLE TRIED VEGAN
EATEN BY NON-VEGANS
A total of 4.4 billion meat-free
dinners were consumed in 2018, DEMAND FOR
an increase of 150 million meals on
CONSUMERS 1 in 3 people tried vegan the year before. Plant-based meal
NEW VEGAN
SHOPPED VEGAN options in January 2020, occasions have grown 37% in the
IN VEGANUARY
despite not officially signing
up to Veganuary. Based on
last four years and are now eaten
by 10% of the population.
PRODUCTS
9000
a February 2020 Worldpanel Over 1/2 of US consumers would like
“It’s clear the Veganuary campaign is having Plus LinkQ survey of to see restaurants offering more plant-
an impact,” said Kantar Head of Retail Insight 48,778 responses based protein options, while 2/3 of
Fraser McKevitt. “More than twice as many Brits say they’ve eaten meat-free foods
consumers bought one of the supermarkets’ VEGAN EVENTS in the last six months. Mintel suggests
explicitly labelled plant-based products in that this means there is plenty of
January 2020 compared with the
festivity-filled December 2019”
£816M
IN MEAT-FREE SALES
Eventbrite hosted more than
9000 vegan events around
the world between 2016
and 2019, processing more
opportunity for restaurants to continue
to add to these innovative plant-based
ranges throughout the year, and not
just in January
than half a million tickets.
Sales of meat-free foods have The number of vegan events
14% INCREASE
grown 40% from £582 million
in 2014 to an estimated £816
increased by more
than 300%
388% INCREASE
million in 2019. Sales are IN VEGAN TAKEAWAYS
IN MEAT SUBSTITUTE SALES expected to be in excess of
55% OF PEOPLE
£1.1 billion by 2024, Many shoppers report that they’d
Kantar found sales of meat finds Mintel consume more plant-rich foods if REDUCING MEAT INTAKE
substitutes such as soya mince or
vegetarian burgers and sausages
were 14 per cent higher than
£3.4 BILLION it was more convenient. According
to research by the British Takeaway
Campaign, the sector has responded
55% of UK consumers now
claim they’re actively reducing
January last year, while sales of
PLANT-BASED MARKET quickly to changes in consumer or considering reducing their
lentils were up six per cent, lettuce The Plant-Based Meal Market appetites and vegan orders increased meat intake.
10 per cent and aubergine is worth £3.4 billion, with dairy by 388% between 2016 to 2018.
14 per cent alternatives worth £520m and British Takeaway Campaign, 2019.
meat alternatives worth £480m Cooking up Growth, Serving up Talent
according to Kantar. In the takeaway sector
Sources linked above
Veganuary Business Support Toolkit Page 9
VEGANUARY 2020 OFFICIAL SURVEY RESULTS
CONSUMER HABITS OF
VEGANUARY PARTICIPANTS
WHICH OF THE FOLLOWING SUPERMARKET FOOD CATEGORIES DID WHICH NON-VEGAN PRODUCT DID YOU MISS THE MOST
YOU EAT/BUY VEGAN PRODUCTS FROM DURING YOUR VEGANUARY DURING YOUR PLEDGE?
50%
PLEDGE? (TICK ALL THAT APPLY)
47%
45% 45%
40% 40% 38%
35% 35%
32%
31%
30% 30% 30%
25% 24% 25%
20% 20% 20% 20% 20%
18% 18%
15% 15%
13%
10% 10% 10%
8%
5% 5% 5%
2%
0 0
Chilled Chilled Frozen Chilled Frozen Chilled None Frozen Other Cheese Eggs Milk Didn’t Other Milk Meat
ready desserts pizza pizza ready soup of the desserts chocolate miss
meals meals above anything
Source: Veganuary 2020 Participant Survey
Veganuary Business Support Toolkit Page 10
VEGANUARY 2020 CORPORATE HIGHLIGHTS
OVER 650 NEW VEGAN
PRODUCTS WERE LAUNCHED
AND OVER 550 NEW VEGAN
OPTIONS ADDED TO The number of guests
trying a vegan pizza almost
“The launch of our Vegan Steak
RESTAURANT MENUS IN doubled in January. The
Bake has been a huge success,
even bigger than we had
VEGANUARY 2020 Pepperphoni was so popular
that it became a permanent
originally anticipated.
Due to the success of the launch
dish on the main menu! we’re now working on rolling the
See our full round-up of Veganuary corporate highlights Vegan Steak Bake out to all
by watching our end of campaign video here. shops as soon as we can.”
The retailer’s Plant
“We’ve seen an incredible
Kitchen No Chicken Kiev
response from guests to the
sold at a rate of four every
Meatless Meatball Marinara.
One million vegan minute since it launched
People are loving the taste and
burgers were sold in the on 2nd January
have said that they are as equally
first month they were on
delicious as the original. We’ve
sale - equivalent to one
seen a phenomenal uplift in
Pret a Manger launched its being sold every three
sales as a result and hope our
first vegan croissant in stores seconds since the launch
guests continue to enjoy our
in early January and is now on 2nd January Orders of vegan dishes
meatless options now Veganuary
selling twice as many a day as increased by 78% when
has finished.”
the non-vegan jam croissant comparing the numbers
in January 2019 and
January 2020Veganuary Business Support Toolkit Page 11
VEGANUARY IN THE MEDIA
“Veganuary “clearly affected” consumer
behaviour according to the Kantar research,
which found that more than twice as many
people purchased a product explicitly
labelled “plant-based” from a supermarket in
January 2020 than in December 2019. Sales
of meat substitutes such as soya mince and
vegetarian burgers and sausages were 14 per “The soaring popularity of Veganuary has
cent higher than in January last year, while led to a raft of shortages of the UK’s biggest SOME OF OUR BIGGEST
sales of lentils rose six per cent and lettuce plant-based brands, research by The Grocer
can reveal. A Quorn spokesman confirmed
HIGHLIGHTS WERE:
was up 10 per cent. Aubergine sales were
also up 14 per cent year on year. Veganuary “unprecedented levels” of demand for both
organisers revealed yesterday that a record Quorn and Cauldron products had resulted • We made it onto the cover of The Times
400,000 people officially pledged to go meat- in shortages. It couldn’t confirm when it • Veganuary was mentioned on the Gavin & Stacey
and dairy-free for the month of January this would “fully meet demand for all products”, Christmas Special (11.6 million people watched it)
year, “far exceeding” the group’s expectations. he added. This was partly due to uncertainty • New Scientist included Veganuary on the cover of its
Retailers prepared for the return of Veganuary over how many Veganuary participants
January edition
by launching multiple product lines, including would remain in the category. Fry’s said it was
• On 1st of January, Veganuary’s Head of
Gro at Co-op, Asda Plant Based and a string “working to ensure production keeps pace
with that demand”. Vivera said it had extended Communications Toni Vernelli was live on Sky News to
of new additions to Waitrose’s vegan range.”
production capacity by 50% in January.” debate the success of the campaign
THE INDEPENDENT, • Veganuary appeared on the backdrop of Have I
4TH FEBRUARY 2020 THE GROCER, 13TH FEBRUARY 2020 Got News for You, which shows we are now part of
mainstream cultureVeganuary Business Support Toolkit Page 12
KANTAR DATA
68% FEMALE and 32% MALE gave up animal products
in January 2019
A KANTAR STUDY,
68% 32%
COMMISSIONED BY
VEGANUARY TO MEASURE
THE IMPACT OF IT’S 2019
1.31MPEOPLE
Age of Individuals — average age 41 YEARS OLD
35%
CAMPAIGN, SHOWS THE FULL 32% 32%
gave up animal products 30%
‘VEGANUARY EFFECT’ WITH in the UK in January 2019 -
4.7% OF THE UK POPULATION that’s 4.7% of the total UK
25%
GIVING UP ANIMAL PRODUCTS population + 10 times the
20%
IN JANUARY 2019 number of UK sign ups through
the Veganuary website.
15% 13%
10%
10% 7%
4%
5%
2%
832K
0%Veganuary Business Support Toolkit Page 13
TONI VERNELLI, VEGANUARY’S
INTERNATIONAL HEAD OF
COMMUNICATIONS AND MARKETING
SAYS:
“A record number of people signed-up to try vegan with us in January
2020 and Veganuary was in the headlines every day during the campaign.
Whether driven by concerns for the planet or health improvements,
one thing is certain - veganism is a trend that keeps on trending. And RIA REHBERG, VEGANUARY CEO SAYS:
Veganuary’s supportive, non-judgemental approach is making it easier for
everyone to explore the ever-expanding choice of vegan options in shops “People try vegan for many reasons, whether it be wanting to improve
and restaurants. Kantar Worldpanel data shows 1 in 3 British consumers their health, reduce their environmental impact or enjoy delicious food
tried at least one vegan option in January 2020! But there is still much work that takes animals out of the equation. Whatever their motive, they all
to do as 20% of our 2020 participants still found eating out the biggest need amazing vegan options available at their fingertips to make their
challenge during their pledge. We’re definitely creating the demand, but
Veganuary journey as enjoyable as possible. Almost 1 million people have
we need your help to fulfill it and enable people to achieve their Veganuary
signed up to Veganuary since we started, and every year this number grows
goals.”
significantly. Plus, it’s estimated that ten times more people take part without
officially signing up through our website. This ‘Veganuary Effect’ has driven
the production of vegan food items, with veganism becoming the fastest
growing UK culinary trend of 2018, with a market worth £572 million. We
want our participants to have the very best Veganuary experience possible
and to help them enjoy a plant-based lifestyle in January and beyond. With
your support we can help consumers make choices that are better for their
health, animals and the environment.”Veganuary Business Support Toolkit Page 14
5 KEY TIPS FOR A SUCCESSFUL
VEGANUARY CAMPAIGN
1 2 3 4 5
LAUNCH COLLABORATE PROMOTIONS + OFFERS SIGNAGE MESSAGING
Launch new vegan Collaborate with other Create special offers to Use clear signage to mark Increase your vegan
products that your brands and your current engage your audience, your vegan products and messaging to raise your
customers want, focusing stockists at retailers + offering deals and add the Veganuary logo to online profile, tagging
on creating vegan versions restaurants discounts exclusively your POS Veganuary on social
of your top selling products on your vegan range in #veganuary2021
January @weareveganuary
@veganuaryVeganuary Business Support Toolkit Page 15
VEGANUARY’S POWER ON SOCIAL MEDIA
FACEBOOK INSTAGRAM TWITTER
Audience Audience Audience
311K Likes 325K Followers 59.1K Followers
(48% increase from Jan 2018) (106% increase from April 2019)
85% Female 82% Female Total growth in January
13% Male 18% Male 4,687 new followers
3.5M impressions
Total growth over Dec/Jan Total growth over Dec/Jan:
57K new followers in 133,750
Dec ‘19 - Jan ‘20
We successfully launched official
We successfully launched official Instagram pages for Germany and
Facebook pages for Germany and Latin America
Latin America
Figures are combined statistics from our UK, German and Latin American social accounts.Veganuary Business Support Toolkit Page 16
ZOE WEST, CORPORATE OUTREACH
MANAGER AT VEGANUARY SAYS:
“In January 2021, we’ll be helping hundreds of thousands of new vegans
find new and exciting plant-based food options in supermarkets and
restaurants. The demand will be there, and shoppers will be drawn to the
businesses that make it as easy as possible for them to find and try great
vegan products. Regardless of whether Veganuary participants stay vegan
full-time after the pledge, results show that those who have taken part
consciously purchase more plant-based options - and this is one of the
biggest drivers in the market for vegan products. We’re working with brands, MERAL INCE, CORPORATE ENGAGEMENT
retailers and restaurants to help them tap into this growing market and
improve the quality and quantity of their vegan options. Let’s work together
MANAGER AT VEGANUARY SAYS:
to encourage consumers to embrace Veganuary and vegan options
“Veganuary has grown exponentially since it was founded in 2014, with
in 2021!”
close to 1 million people trying vegan since its inception. With such an
increase in demand from consumers, businesses will be missing out if they
don’t take advantage of this growing market. Whether people choose to be
flexitarian or go fully vegan, the demand for plant-based products continues
to grow. Consumers are more aware of the environmental, ethical and health
impact their diet has, and businesses need to adapt to meet these new
demands. Veganuary is here to support businesses in reaching this growing
plant-based customer base. Together we can create the best campaign
possible for Veganuary 2021!”Veganuary Business Support Toolkit Page 17
GET INVOLVED: IN-STORE & ONLINE
SPECIAL OFFERS & PRICE PROMOTIONS
Whatever your business, special offers DISCOUNTS, OFFERS PROMOTIONS ON COMPETITIONS
and price promotions are a great way to & PROMOTIONS FEATURE SPACE Competitions, prize draws and games
engage new customers and get existing
Whether you sell online or in-store, For retailers, promotions on feature are a fun way to entice customers with
customers to try something different.
coordinating discounted prices or space make the shopping experience special discounted prices
With so many people facing financial
special offers on your range will be a easier for new vegans and will entice
difficulty after a challenging year, we
great way to encourage people to give them to try easy transition products
want to make it even easier for people
your vegan products a try this January. like vegan cheese, milk and meat
to try vegan without having to worry
If you also sell non-vegan products, we replacements, the key starter products
about spending a lot.
encourage you to only discount your for new vegans
vegan range to incentivise your existing
customers to try your plant-based
range!
ON-PACK PROMOTIONS
Use our logo and assets on-pack to
FEATURE ON OUR WEBSITE
help new vegans easily find plant-based Launch a special offer for January and we
products after taking the pledge will feature it on our website. The special
offers listed on Veganuary’s website for
2020 received almost 20,000 visitors! This
page will also be included in our email
series. Currently, we have over 540,000
English-speaking subscribers to our email
newsletter. Check out page 26 for details
on how to be includedVeganuary Business Support Toolkit Page 18 GET INVOLVED: DIGITAL SOCIAL MEDIA SOCIAL POSTS Create your own social posts using your own images and the official Veganuary logo. Our new logos can be found here. Update your social cover art to show that you’re joining the Veganuary campaign TAKE THE PLEDGE Research shows that people find it easier to give vegan a try when they’re supported, which is why we want you to share the Veganuary sign-up link veganuary.com/register/ with your followers so they can get tips, recipes and meal plans to help them on their journey SHARE & INTERACT Share our posts and comment using #veganuary2021. Follow us @WeAreVeganuary on Instagram and @Veganuary on Facebook and Twitter. Don’t forget to tag us in your Veganuary posts!
Veganuary Business Support Toolkit Page 19 GET INVOLVED: DIGITAL WEBSITE + EMAIL + PR RECIPES PR EMAIL BLOGS & WEBSITE Create delicious recipes to share with Mention Veganuary in your press Give your email subscribers Veganuary- Write Veganuary-themed blogs and add your followers or share ours with your releases and PR activity using our logo themed special offers and giveaway our logo to your website to show you’re audience. There’s a spike in consumers and key messages. Share why you’re competitions. With so many companies taking part in the campaign, linking to searching for vegan recipes during taking part in Veganuary. We can even offering special vegan offers in January, veganuary.com Veganuary, so it’s the perfect time to provide a quote to show our support you don’t want to miss out! get creative. Send us your recipes for potential inclusion on our website
Veganuary Business Support Toolkit Page 20
GET INVOLVED: IN-STORE
RESTAURANTS & EATERIES
20% of our survey
respondents felt eating out
was the biggest challenge
as a new vegan.
CLEARLY
MARKING YOUR
VEGAN OPTIONS
IS CRUCIAL
FOR ENTICING
NEW VEGANS
TO YOUR
RESTAURANT! NEW MENUS MENUS POS EVENTS
Create and launch new vegan Add the Veganuary logo and Use our logo and assets Host an event inviting media
specials to feature on your sign-up link to your menus on your point of sale and and influencers to promote
January menu! Surprise your as a call to action. Now that packaging your new vegan dishes and
customers by launching a you have more vegan options get feedback on what people
vegan version of your best- available, show existing think!
selling dish or create a menu customers why it’s worth
with vegan options for starters, them giving Veganuary a try
mains and desserts to entice and choosing your new menu
new vegans items. The UK is seeing a huge
increase in flexitariansVeganuary Business Support Toolkit Page 21 GET INVOLVED: IN-STORE RETAILERS & SUPERMARKETS NEW PRODUCTS Launch new vegan products in Veganuary. In January 2020 more than 600 new products were launched, and with the Veganuary buzz it’s the perfect time for a successful launch POS & WINDOW DISPLAYS Use the Veganuary logo on your point of sale, packaging and window displays to show you’re taking part in the campaign VEGANUARY STORE TOUR Show customers how to shop vegan and where to find your vegan ranges in store. One quarter of shoppers, or 12.77 million Brits, say supermarket layouts make shopping for meat-free products difficult - let’s change that! SAMPLINGS Organise with brands to support in-store vegan product samplings EVENTS Host an event inviting media and influencers to promote your new vegan products and get feedback on what people think
Veganuary Business Support Toolkit Page 22
GET INVOLVED: IN-STORE
BRANDS
NEW PRODUCTS SAMPLINGS POS EVENTS
Launch new vegan products in Visit your stockists to do vegan product Host an event inviting media and
Use our logo and assets on your point of
Veganuary! In January 2020, more than samplings in-store influencers to promote your new vegan
sale and packaging
600 new products were launched, and products and get feedback on what
with the Veganuary buzz it’s the perfect people think! You can also attend a
time for a successful launch Veganuary themed event and post
STOCKISTS about it on social using #Veganuary
Work directly with your retailers to
create a 360º Veganuary campaignVeganuary Business Support Toolkit Page 23
Piers Morgan
GET INVOLVED lookalike caught
PRESS STUNTS
shopping for
Naked Glory meat
alternatives
Do something unusual
to attract buzz and
publicity around your
Veganuary campaign!
Here’s some ideas and
inspiration to get you
started:
Kettle Chips
collaborated with
BOSH! to launch their
Vegan Sheese and
Red Onion crisps
Greggs held
a late night launch event Frankie & Benny’s
inviting the public to try challenged Meat Loaf to
their new vegan steak rebrand to Veg Loaf for
bake. Hundreds of January to promote their
people queued to get an new vegan menu
exclusive first tasteVeganuary Business Support Toolkit Page 24
GET INVOLVED
SMALL BRANDS &
INDEPENDENTS
EVERYONE IS
WELCOME TO
TAKE PART IN We love when
VEGANUARY! smaller brands and
independent retailers
and restaurants join the
campaign too. We have lots
of downloadable point of sale
material available later in the
Toolkit to help you
take partVeganuary Business Support Toolkit Page 25
GET INVOLVED
FASHION, BEAUTY
& HOUSEHOLD
At Veganuary we encourage people to try • Special offers on your vegan range in
vegan by changing their diet, but we also January, which we can feature on our
support the elimination of animal ingredients website
in all areas of life, including fashion, beauty
• Social media and digital marketing utilising
and household products, in order to protect
the Veganuary logo on your assets
the environment and prevent animal suffering.
Vegan fashion and beauty means clothes, • Share your PR news with us
shoes, accessories, makeup and skincare that
contain no leather, fur, wool, silk or any other If you want help veganising your products,
animal-derived ingredients. the Vegan Society offer helpful guidance
along with the option to have your product
If you’re a fashion, beauty or household brand registered with the Vegan Trademark, a widely
with a vegan range, we would love for you to recognised authentic standard for vegan
join the Veganuary campaign! Here’s some products. You can find their contact details on
ways you could get involved: page 32 of this toolkit.
• Launch new vegan products in Veganuary!
In January 2020, more than 600 new according to a
products were launched, and with the VEGAN LEATHER report by business
consultancy
Veganuary buzz it’s the perfect time for a MARKET SET TO Grand View
successful launch BE WORTH Research (GVR).
• POS with the Veganuary logo next to your $85 BILLION
vegan range to show you’re supporting the
campaign
BY 2025Veganuary Business Support Toolkit Page 26
WHAT WE CAN DO FOR YOU
SPECIAL OFFERS EATING OUT PAGES
Launch a special offer for the month of January From Feb 2019 to Jan 2020 the Eating Out
(or beyond) and we will feature selected offers section on the Veganuary Website had more
on our website. The special offers listed on than 1 million visitors. 20% of our survey
Veganuary’s website for 2020 received almost respondents felt eating out was the biggest
20,000 visitors! This page will also be included challenge as a new vegan, so marking your
in our email series. Currently, we have over vegan options clearly is crucial for enticing new
540,000 English-speaking subscribers to our vegans to your restaurant!
email newsletter!
If you’re a chain restaurant or eatery, we’d love
If you also sell non-vegan products, we to get detail of your vegan menu to consider for
encourage you to develop this special offer our Eating Out guide. For this we would need:
exclusively for your vegan range to entice
• High res square logo
customers to give your plant-based offerings a try.
• Website link
To have your special offer featured on our
• Max. 200 words bio (we may edit this to fit the
website we would need:
Veganuary style)
• High res square logo
• Full details of your vegan menu/options in
• Website link
word doc format
• Approx. 25-50 words including: about your
• At least 2 photos of your vegan range
company, what the offer is, how to redeem
the offer and when it expiresVeganuary Business Support Toolkit Page 27
WHAT WE CAN DO FOR YOU
Although we would love to work closely with
PR NEWS
everyone, we’re a small team and aren’t always
We love to hear about your Veganuary news, able to do so. However, we give priority to
exciting new launches and activity updates so companies who use our official branding
we can share details with our followers. Share on their promotional materials, share the
your news with us at corporate@veganuary.com Veganuary sign-up link with their followers and
for your chance to be featured on our channels. include a quote from Veganuary in their press
We would need: release.
• Quote and Press Release
PRESS RELEASES
• At least 2 high res images of your vegan
To show our support for you joining the
range/news in the form of a lifestyle shot or a
Veganuary campaign, we are happy to provide
product shot in PNG image format
a quote for your press release on your new
• Website and social links vegan launches and news. Get in touch at
Please note Veganuary is an incredibly busy corporate@veganuary.com to discuss.
time for our social and digital teams. We run
our channels on an editorial basis, therefore we
can’t guarantee coverage or inclusion and lead-
times for publication may vary.
Please do not send images or news that contain non-vegan items or ingredients - Veganuary will only feature vegan
products and we do not have the capacity to verify what you send.Veganuary Business Support Toolkit Page 28 THE VEGANUARY WORKPLACE CHALLENGE The Veganuary Workplace Challenge is a In January 2020, 57 companies and 31-day pledge that encourages your institutions from the UK, US and Germany got workforce to give vegan a try for the month of on board, not only supporting their workforce January and offers lots of support throughout to eat vegan in January, but in many cases to help you succeed. Encouraging your team leading by example with CEOs and other to give Veganuary a try helps to promote senior team leaders taking part. Here are some health and wellbeing amongst your staff, of the workplaces that have taken part: shows your company is making a conscious effort to do their bit for the environment and creates a fun atmosphere by having staff collectively take part in the challenge. Download the Veganuary Workplace Challenge Guide here - it contains an overview of what the challenge is, how you can encourage your colleagues to take part and downloadable materials to support you through the Veganuary journey. And of course, don’t forget to sign up to take the pledge here! IF YOUR WORKPLACE TAKES ON THE CHALLENGE WE’D LOVE TO HEAR ABOUT IT SO WE CAN DISCUSS PR OPPORTUNITIES - EMAIL US AT CORPORATE@VEGANUARY.COM
Veganuary Business Support Toolkit Page 29
HERE’S WHAT SOME OF OUR WORKPLACE PARTICIPANTS
FROM JANUARY 2020 HAD TO SAY ABOUT THE CHALLENGE:
BRYAN BATISTA,
CEO, BOOKING.COM
JENS HOFMA, TRANSPORT DIVISION:
CEO PIZZA HUT: STUART MACHIN,
MANAGING DIRECTOR “This is the first time that Booking.com
has taken on the Veganuary Workplace
“Taking part in Veganuary, was a natural step
for us to show our support for our vegan
OF FOOD, MARKS & Challenge and it’s been great to see so
offering and also reflect our aim to be a
SPENCER: much enthusiasm and interest throughout
the company, reflecting the importance
carbon neutral business by 2030. At Pizza
“At M&S, we’ve seen a dramatic increase of sustainability and well-being for our
Hut Restaurants we are dedicated to evolving
in interest in plant-based food and we are employees and company as a whole.
our practices and processes with the aim
changing to meet this demand. We launched As well as promoting it on digital displays all
of being a more responsible business. Our
our award-winning Plant Kitchen range in over our Manchester offices, we’ve reached
Vegan Menu is one of the many initiatives we
January 2019 – one of our most successful out to colleagues around the world through
have in place - including our food donation
launches ever, with over 1.5 million customers our internal social media channels. We’ve had
programme and our continued commitment
trying the products and 81% coming back bake sales, food-sampling events and daily
to food waste reduction.
to re-purchase. This January, we’re growing tasty vegan dishes in our canteen throughout
Having easy access to alternative products
even further introducing over a hundred the month. And it doesn’t end when January
will be key to help us stay on track, that’s
brand new products which are 100% does: we’ve inspired a lot of people to
why we’ve already started introducing milk
delicious and suitable for vegans, and we’re continue exploring all things connected to
alternatives at our Restaurant Support Centre
encouraging colleagues and their families to sustainability, so I’m looking forward to seeing
and also have a dedicated company vegan
sign up to Veganuary and to give them a go. some lasting impact: healthier people, keen to
group set up for all our team members to
I’m personally really looking forward to the live on a healthier planet!”
share their experiences and useful hints and
challenge.”
tips to eating vegan.”Veganuary Business Support Toolkit Page 30
VEGANUARY BRAND SUPPORTER GUIDELINES
• Make sure you use the NEW logo instead of our
old one - all of our latest assets are available to
download here.
• We would love for you to shout about being
participants or supporters of Veganuary, but please
don’t describe yourselves as sponsors or partners.
We’d prefer you describe yourselves as supporters or
participants
• Only use the Veganuary logo or name in point of sale
materials next to vegan items in-store so it’s clear to
customers what’s vegan (and what’s not!)
• If you send us images of your vegan range for press
releases or our website, make sure everything in the EXAMPLES OF HOW EXAMPLES OF HOW
photos is 100% vegan YOU CAN EXPRESS NOT TO DESCRIBE
YOUR INVOLVEMENT YOUR INVOLVEMENT
IN VEGANUARY: IN VEGANUARY:
Our new branding and logo are available
for you to utilise on marketing assets for Proud supporters of Veganuary Partners of Veganuary
your vegan range, but please follow these Proud Veganuary participants Sponsors of Veganuary
brand guidelines when doing so. We also We are supporting Veganuary We are partnering with Veganuary
ask that you submit any artwork utilising We are participating in Veganuary We are sponsoring Veganuary
the Veganuary branding to your corporate
We are taking part in Veganuary We are collaborating with Veganuary
contact at Veganuary or email the team at
Created especially for Veganuary
corporate@veganuary.com for approvalVeganuary Business Support Toolkit Page 31
VEGANUARY ASSETS
WE’VE CREATED LOTS
OF AMAZING ASSETS TO
HELP YOU WITH YOUR
VEGANUARY CAMPAIGN
DOWNLOADVeganuary Business Support Toolkit Page 32
FURTHER INTERESTED IN VEGAN LABELLING?
GET IN TOUCH WITH OUR FRIENDS
AT THE VEGAN SOCIETY!
Its product registration scheme, the Vegan mind. They also offer bespoke marketing
Trademark, is widely recognised as the opportunities to help businesses promote
authentic standard for vegan products: ensuring their registered products directly to vegan
that they are free from animal ingredients and consumers.
animal testing. When used on packaging, it
allows consumers to see at a glance that those
products are vegan and cruelty-free.
WHAT IS THE VEGAN SOCIETY?
It is the first and original vegan product labelling
The Vegan Society is the world’s oldest vegan
scheme, and the sunflower logo is recognised Veganuary work in partnership with
society whose founders coined the term ‘vegan’
and trusted by consumers around the world to the Vegan Society to further promote
in 1944. It is a registered educational charity
guide their purchases. veganism. If you are interested
(no. 279228) that provides information and
guidance on various aspects of veganism, in using the Vegan Trademark on
The Vegan Society works with a range of your products + menus, email
including to existing and potential vegans,
businesses across all categories, from large trademark@vegansociety.com or
caterers, businesses, healthcare professionals,
companies to start-up businesses, and offer call 0121 523 1739 (option 4)
educators and the media.
a pricing structure built with inclusion inVeganuary Business Support Toolkit Page 33 THANK YOU CONTACT: corporate@veganuary.com FOLLOW: facebook.com/veganuary instagram.com/weareveganuary twitter.com/veganuary #veganuary2021 LET’S MAKE VEGANUARY 2021 THE BIGGEST AND BEST CAMPAIGN YET!
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