VEGANUARY 2021 CAMPAIGN IN REVIEW
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VEGANUARY END OF CAMPAIGN REPORT 2021
VEGANUARY 2021
CAMPAIGN IN REVIEW
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 2
FOREWORD
DEAR SUPPORTERS
AND FRIENDS,
This year, more than ever, I feel that another I am immensely grateful to everyone
When we were first confronted with the world is possible. A world where plant- who has supported us to make all of
possible consequences of an ongoing based food is the mainstream choice, this possible. Our incredible donors,
global pandemic in early 2020, we didn’t where the word ”vegan“ is associated with hardworking partners, committed
know what to expect or how it would impact something positive and desirable, where volunteers, inspiring celebrities and
our work going forward, but we knew major food companies are investing millions influencers and everyone who has helped
that things would change drastically and to switch to more sustainable animal-free us spread the word through social media
challenges would be put in our way. options and are telling the world that this and beyond.
is the food of the future – and the food of
We knew that it would be difficult to cut today. A world where vegan products are I hope you will enjoy reading this review
through the noise and generate media easily accessible to everyone everywhere, We’ve had food giants such as Subway, and will celebrate with us the amazing
attention for our cause and to drive omnipresent in supermarkets, restaurants IKEA, Unilever, McDonalds, Papa Johns, progress we were able to achieve for
corporate change forward when countless and in cafeterias. Burger King and Costco launch new vegan veganism this campaign.
businesses were closed or unable to plan products with Veganuary or promote the
their marketing activations or product This January gave us a glimpse of what idea of eating plant-based for a month with In gratitude,
launches in an unstable climate dominated is possible. us. More than 50 major companies took part
by lockdowns all over the world. in our workplace challenge and encouraged
During this campaign we have seen their staff to eat vegan for January, often
That is why it fills me with immense pride Veganuary activations in almost all major joined by their senior management or CEOs
and joy to report that the Veganuary team UK and German retailers and discounters. taking part in the challenge themselves.
has been able to navigate through these We were trending on Twitter and TikTok Ria Rehberg
challenging times with a huge amount of with the hashtag #Veganuary receiving over And last but not least, we ended up with CEO VEGANUARY
dedication, vision and hard work. By finding 170 million views on the latter by the end a record sign-up number of over 580,000
alternate strategies and creative solutions of January 2021. Hundreds of media articles participants for this campaign. Knowing that
we ended up inspiring record numbers were published about our work in all of around 10 times as many people usually
of people to chose a vegan diet and we our official Veganuary countries and there take part in Veganuary than actually sign-up
surpassed our objectives for the 2021 were at least 20 TV reports about us in through our website, that means over
campaign by far! Germany alone. 5 million people gave vegan eating a go!
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 3
THE 2021 CAMPAIGN IN NUMBERS
More than 582,000 PEOPLE The hashtag Veganuary had
worldwide registered to try over 170 MILLION VIEWS on 566 NEW VEGAN PRODUCTS
vegan with us TikTok at the end of January were launched for Veganuary
259 NEW VEGAN MENUS More than
were added to (chain-) 1500 MEDIA STORIES were
restaurants for Veganuary published about Veganuary
224 MILLION PEOPLE were
reached through Veganuary’s 57 MAJOR COMPANIES 17.6 MILLION SUPPORT EMAILS
social media channels in the took the Veganuary were sent to participants
2021 campaign year workplace challenge during the campaign period
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 4
THE ‘VEGANUARY EFFECT’ OUR VALUES
IMPACT
We are committed to a vegan world; we will
utilise research to evaluate how the highest
number of lives can be spared and direct
WHY WE EXIST resources to that end.
To help vegan eating reach the mainstream,
Industrial scale animal farming is a leading we focus on three main areas of work: EMPOWERMENT
driver of climate change, deforestation and We will optimise our outreach to support
species loss, as well as being a significant • Encouraging and supporting millions of and encourage people on their vegan
cause of pollution. It drastically increases people to try vegan journey in a non-judgmental, positive,
the risk of global pandemics and antibiotic • Creating the necessary media and social constructive and easily accessible way.
resistance while being responsible for the media buzz to raise awareness of the
deaths of billions of sentient animals each topic and the benefits of a vegan lifestyle COLLABORATION
OUR VISION is simple; year. The current way we produce food • Encouraging companies to promote and By partnering with other mission-driven
we want a vegan world. is highly inefficient, unsustainable and launch more delicious vegan options organisations and working closely
A world without animal farms won’t allow us to feed a growing global to increase the quality, availability and with businesses, we will make a bigger
and slaughterhouses. A world population. That is why we advocate visibility of vegan food difference.
where food production does not a change towards more plant-based
decimate forests, pollute rivers alternatives and ultimately, a vegan world. With this approach we have contributed DIVERSITY AND INCLUSION
and oceans, exacerbate climate to the increase in popularity of veganism We know that it takes people with different
change and drive wild animal HOW WE CHANGE THE STATUS QUO in several countries across the world, ideas, strengths, interests and backgrounds
populations to extinction. spared millions of animals’ lives through to achieve our vision; we appreciate the
We are convinced that things need to the choices of our participants and have value of this and how it brings us closer to
change, and they need to change fast. made Veganuary a bigger feature in the achieving our mission.
To get closer to our vision of a vegan retail calendar than Christmas for many UK
OUR MISSION is to inspire world we will need to break down the supermarkets. We’re especially proud of RESPECT AND INTEGRITY
and support people to try vegan, main barriers to vegan eating and make the fact that many of the newly introduced In all internal and external relationships,
drive corporate change, and plant-based foods more visible, tasty and vegan products and options are set to we will strive for genuine, honest and
create a global mass movement accessible to the population. We want to see stay on the shelves and on the menus transparent communication.
championing compassionate food the benefits of veganism widely discussed after January as businesses are recording
choices with the aim of ending on TV and social media every day, we want record sales of their vegan offerings after RESILIENCE
animal farming, protecting the to see it in workplaces, on banners on the successful Veganuary launches. We have We will continue to create a professional
planet and improving streets, in every supermarket, restaurant, seen that the ‘Veganuary Effect’ works and and sustainable (human, social, economic
human health. cafeteria and petrol station. we’re ready to spread it across the world. and environmental) organisation.
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 5
A GROWING MOVEMENT
OUR TOP 15 COUNTRIES
600,000
# COUNTRY
500,000
582 538 1 United Kingdom
NUMBER OF SIGN-UPS
2 United States
400,000
3 India
300,000 4 Germany
5 Argentina
200,000
6 Chile
7 Italy
100,000
8 Colombia
0 9 Mexico
2014 2015 2016 2017 2018 2019 2020 2021 10 Brazil
CAMPAIGN YEAR 11 France
12 Switzerland
Data from Kantar suggests that each year ten times more people actually participate 13 South Africa
and try vegan in January than register through the Veganuary website. That would mean 14 Venezuela
more than five million people took part in the 2021 campaign year.
15 Sweden
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 6 VEGANUARY AROUND THE WORLD VEGANUARY HAS SIX OFFICIAL COUNTRY CHAPTERS WORLDWIDE We run official Veganuary campaigns in the UK, US, Germany, Argentina, Chile and Brazil and have partner organisations running additional Veganuary campaigns in Sweden, Italy, India, France, Switzerland, Singapore, Australia Our countries and South Africa. Partner countries
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 7
VEGANUARY NESTLE – MARCO SETTEMBRI,
CEO OF NESTLÉ ZONE EMENA (EUROPE,
WORKPLACE
AVEDA – BARBARA DE LAERE, MIDDLE EAST AND NORTH AFRICA):
GLOBAL BRAND PRESIDENT:
“As someone who stepped up to the Veganuary
CHALLENGE
“This January, more than 1,000 people in the challenge this year, I am happy to be part of this
Aveda network – in addition to many of their movement as it grows across Europe and beyond.
family members who inadvertently took part in For me, now, behind Veganuary there’s a bigger
the challenge – transitioned to a plant-based diet picture – and one which induces long-term action.
as part of a celebration around our brand’s recent It’s about really feeling the need of the consumer.
This January over 50 major businesses -
news: 100% of our products are now 100% vegan, That is why, this year I am promoting Veganuary
including financial and banking, global media, now and forever! The announcement that the brand across many of our categories and initiatives.
beauty and tech giants as well as foodservice has fully transitioned to a vegan portfolio has been Afterall, a well-planned plant-based diet can meet
and contract caterers - encouraged their incredibly well-received by consumers, our network the nutritional needs during all stages of life. And
employees and workforce to participate in of professional stylists, and our partner salons there are the environmental and health benefits too.
around the world. Achieving this milestone alongside This year I am passing the baton and encouraging
Veganuary through our Workplace Challenge.
our participation in the Veganuary challenge has all employees to participate in Veganuary and
In many cases their senior leadership or CEOs been particularly rewarding for us as a team – not sign-up to the challenge. We will inspire them
were leading by example and also taking part. to mention it has opened many eyes to the impact with delicious recipes from our Garden Gourmet
individual diet and lifestyle changes can have on our colleagues, vegan options in the restaurant, tips
collective environmental footprint.” from experts, and dietary advice.”
Among the companies that joined were leading
accountancy firms PwC and EY, as well as
media giant Bloomberg, Kings College London,
Docusign, Deliveroo, O2, VeggieGrill and Tesco.
They were joined by Nestle, M&S and Quorn,
whose UK senior leadership also took part, EY (ERNST & YOUNG) – HARRY GASKELL, LIEFERANDO – KATHARINA HAUKE,
as well as Unilever (Germany, Austria and PURPOSE AND SUSTAINABILITY LEADER: MANAGING DIRECTOR:
Switzerland) with their Vice President setting
a positive example and joining the challenge. “We’re on board with Veganuary! What a great way “I am excited to see how I will master the Vegan
to inspire, support and encourage EY people to Challenge and am already looking forward to
Germany’s famous discount supermarket Aldi
consider a plant-based diet considering meat and the delicious dishes from our partners, which will
officially took part as well as Germanys biggest dairy free is one of the ways our individual choices certainly make the 31 days easier for me. And who
food delivery service Lieferando, with their can help in Building a Better Working World. I’m knows, maybe I will give up animal products beyond
Managing Director spearheading the looking forward to the challenge!” January as well.”
Veganuary challenge.
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 8
THE BUZZ AROUND
THE CAMPAIGN
ONCE AGAIN VEGANUARY
GRABBED GLOBAL MEDIA Veganuary received widespread
ATTENTION media coverage in the UK this year
UK AND Veganuary published research
ADDITIONAL revealing that plant-based meals on
COUNTRIES average cost less and take less time to
MINIMUM prepare than meat/fish based meals
OF Latin America Campaign Manager
735 MEDIA Mauricio Serrano being interviewed
STORIES live on CNN Argentina about the
MINIMUM success of Veganuary in Latin America Veganuary making headlines in
OF Adweek US
195 MEDIA
STORIES LATIN
AMERICA
USA
MINIMUM GERMANY
OF
401 MEDIA
STORIES Veganuary was discussed on the
MINIMUM German main evening news program The Voice, Britain’s only national
OF “heute” on national media channel German Business Insider title - black newspaper, reporting on
217 MEDIA ZDF with an estimated viewership of Veganuary: Why the Vegan January Veganuary’s video advert with TikTok
STORIES 3.7 million people could be the new Black Friday of retail star Tabitha Brown
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 9
CELEBRITY SUPPORTERS AND INFLUENCERS
HELPED SPREAD THE MESSAGE
Actor and Veganuary supporter Actor JAMES MOORE joined Veganuary
DANIELLA MONET was the face of as an ambassador last year and his
a new Veganuary video titled ‘Why my ‘talking head’ video became one of the
family will never eat dairy’ most watched videos on our channel
Hollywood star ALEC BALDWIN
TikTok superstar TABITHA BROWN supported Veganuary for the first time
encouraged millions to try vegan this year stating that his entire family
in January by starring in the official has moved to a plant-based diet when
Veganuary TV ad eating at home
British actor SUSAN WOKOMA
Long-time supporter CHRIS PACKHAM encouraged people to join the challenge Actor EMILY DESCHANEL described
encourages people to try vegan for the Brazilian superstar XUXA supported our during a Veganuary photoshoot at a local Veganuary as a „win win win“ and
environment campaign for the first time this year sanctuary encouraged everyone to give it a go
VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 10
Chilean television personality
MATÍAS VEGA supported us in We also gained support of Argentinian
Latin America influencer CONNIE ISLA
Veganuary’s open letter addressing the link between climate breakdown, future global
pandemics and industrial animal farming was signed by OVER 100 INDIVIDUALS AND
ORGANISATIONS, including Dr Jane Goodall, Ricky Gervais and Bryan Adams
OMARI MCQUEEN, Britain’s youngest
TV chef & restauranteur, filmed a Vegan activist BRUNNA SACH is asking
passionate “talking head” video about his people in Brazil to join Veganuary for Musician PAUL MCCARTNEY also signed Veganuary’s open letter urging everyone to
mission to bring vegan food to the world the animals make 2021 the year for positive changeVEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 11
TAKING TO THE STREETS
HUNDREDS OF BILLBOARDS,
POSTERS AND BANNERS MADE
SURE VEGANUARY COULD NOT
BE MISSED THIS YEAR
Veganuary placed ads all over
SANTIAGO (CHILE) to reach a wider
audience
Our campaign banners in metro
stations in ARGENTINA
Our Swiss partner organisation
Vegane Gesellschaft Schweiz ran a Our partners, Centre for Responsible
Tens of thousands have seen these successful out of home campaign Future and Green Monday joined
ads on the highway between with adverts and billboards all over efforts to place the Veganuary ads on
Adtower Veganuary ads in GERMANY FRANKFURT AND KÖLN SWITZERLAND the streets of SINGAPOREVEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 12
CORPORATE ENGAGEMENT
IN THE UK GUY MEAKIN, UK TRADING DIRECTOR
HUNDREDS OF NEW PLANT-BASED PRODUCTS AT PRET:
AND MENU ITEMS WERE LAUNCHED FOR 154 NEW VEGAN
VEGANUARY WITH SALES OF MANY EXCEEDING 439 NEW VEGAN MENU OPTIONS “I’m thrilled that we have been able to add a hot
ALL EXPECTATIONS. PRODUCT IN (CHAIN-) vegan item to our already robust vegan range which
LAUNCHES FOR RESTAURANTS customers have gone crazy for this Veganuary.
Just a week after launching, Leon’s new Vegan VEGANUARY At Pret we’ve never seen a new product come in
Sweet Carolina BBQ Burger swept up the title of and shift our best sellers list, and to see it during a
lockdown and in less than three weeks says a lot.”
its bestselling burger. M&S sold one of its new No
Salt Beef Pretzel Roll every 30 seconds and its Plant
Kitchen Vegan Chocolate Cookie was its most
popular single cookie. Pret’s new Meatless Meatball
Hot Wrap was the first new product to become a
top five best seller in launch week in Pret’s history.
MICHAEL HUNTER, MANAGING DIRECTOR
Deliveroo confirmed they also saw a huge increase
OF MEATLESS FARM:
in demand for vegan food and thousands of new
customers looking for it. Order volume from vegan “It’s been an incredible month for us and the plant-
restaurants was up 146% and vegan options from based category as a whole. We know that during
other restaurants up 114% year-on-year, while the first two weeks of January our sales were up
new customers purchasing vegan were up 163% 111% year-on-year and we’re expecting to have
year-on-year. seen this grow further towards the end of the month.
Not to mention, our partnerships with major brands,
Pret, Leon and itsu which have seen a phenomenal
Other restaurant product launches included Subways
response and are really testament to how
plant-based T.L.C. Sub, Papa John’s and Domino’s
mainstream plant-based eating has become. This
new vegan pizzas, Starbucks’ Winter Menu Launch, has really set the tone for 2021 and we’re looking
Burger Kings’ Vegan Bean Burger and Taco Bell forward to an even bigger Veganuary next year.” Restaurant chain WAGAMAMA launched new vegan
launching Pulled Oats for Veganuary. TGI Fridays, dishes for Veganuary and pledges to have 50% of the
KFC, Greggs and McDonalds delighted Veganuary main menu meat-free by the end of 2021!
participants with vegan comebacks of their ranges.VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 13
VEGANUARY BOOMS AT UK RETAILERS
A HUGE LANDMARK OF THIS
YEAR’S CAMPAIGN WAS THE ASDA had a dedicated Veganuary
INVOLVEMENT OF ALL OF BRITAIN’S TESCO launched its first Veganuary webpage that explained what a vegan
TV and radio ads in January. It also had
MAJOR SUPERMARKETS IN diet is and highlighted three of the
a dedicated webpage with recipes,
PROMOTING VEGANUARY WITH reasons to try vegan: it’s better for
product highlights and tips on making
SOME EVEN ADVOCATING THE the environment, it could improve
vegan swaps. The retailer - which
REASONS TO TRY A VEGAN DIET. your health and it’s delicious! It also
has over 3700 stores across the UK - featured their top vegan product picks
launched the “Veganuary Your Way” and encouraged people to sign-up for
theme as well as more than 30 new Veganuary with a link to Veganuary’s
vegan own-label products. website. Asda also included a Vegan
Butcher section in one of their
stores and added 22 new meat-free
alternatives to its plant-based range
in January.
JULIE ASHFIELD, MANAGING TESCO:
DIRECTOR OF BUYING AT ALDI:
‘’Brits have made this Veganuary the
“This year has seen Aldi add more biggest ever at Tesco with demand
vegan products to its shelves than for plant-based foods up by more
ever before and expects to see sales than a third on the previous year’s
of vegan food double as a result. event. Tesco Own-Brand Plant
ALDI had a Veganuary webpage We want to show that opting to go Based products were +38% in the
that not only highlighted its plant- plant-based – or simply reducing first 3 weeks of Veganuary with
based products but also set out the the amount of meat in your diet over 700,000 shoppers buying Plant
main reasons to try vegan: caring – can be exciting and delicious Chef or Wicked Kitchen (an 81% All major UK retailers engaged with the
for animals, staying healthy, being without breaking the bank. The increase).’’ Veganuary 2021 Campaign either through
greener and more sustainability. It also response to our range so far has social media and digital advertising, instore
featured dozens of vegan recipes, been incredible.” activations or 360 campaigns including
tips on vegan swaps and a link to billboards, out of home campaigns,
Veganuary’s website. TV and radio adverts, print campaigns
and instore signage.VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 14
VEGANUARY IN UK SUPERMARKETS
THE RETAIL TIMES:
“UK sees record sales of plant-based
foods as Veganuary proves more
popular than ever
Dunnhumby, the global leader in customer data
science, has released UK shopper data from the
last week which shows a boom in plant-based food
sales, as many consumers switch to meat and dairy
alternatives for January. The data, taken from the
past week’s shopper receipts across the top nine
UK grocery retailers, shows a significant increase in
sales of meat and dairy alternatives with shoppers
embracing Veganuary and reducing their meat and
dairy consumption. Sales of plant-based meat and
dairy alternatives have increased 50% year-on-year
in the first week of January, representing a record
£12m in sales for the plant-based food and drink
category. The increase has been largely driven by
shoppers exploring new ranges, with nearly 31%
more shoppers buying foods from the ‘meat and
dairy alternatives’ category for the first time.”VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 15
CORPORATE ENGAGEMENT IN GERMANY
40 NEW VEGAN
116 NEW VEGAN MENU OPTIONS
IN (CHAIN-) HIGHLIGHTS
PRODUCT RESTAURANTS
LAUNCHES FOR
VEGANUARY
LIEFERANDO, the biggest German MCDONALD’S joined Veganuary
food delivery service promoted with promotions around the Big
More than 170 companies in Veganuary, encouraged their partner Vegan TS burger and even launched
restaurants to take part and joined the a Veganuary hoodie as part of their
Germany, including leading
workplace challenge campaign
discounter and supermarket IKEA launched two new vegan
chains, delivery services, fast menus as part of their Veganuary
food giants, gastronomy and campaign
manufacturing companies joined
Veganuary this year and promoted
veganism through their campaigns.
Discount supermarket chains
ALDI NORD, ALDI SÜD, LIDL
AND PENNY all ran major Veganuary FRANKFURT AIRPORT joined the
SUBWAY took part in Veganuary with campaigns including distributing workplace challenge by offering daily
their vegan chicken sub and a newly millions of leaflets, new product vegan meals in their staff cafeteria as
launched vegan cookie launches and even a Lidl TV advert part of VeganuaryVEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 16
DR ANNETT WERNY, CORPORATE
RESPONSIBILITY MANAGER AT ALDI SÜD:
ANJA GRUNEFELD, GENERAL MANAGER OF
“With our variety in vegan offerings and
LIVEKINDLY COLLECTIVE DACH:
extensive promotion around vegan eating and
“We at LikeMeat supported this year’s
nutrition, we were able to reach and inspire
Veganuary with our own branded campaign.
many customers and employees in January.” The focus was on a video ad with Rammstein
singer Till Lindemann, which was very
successful with over 1.1 million views on
YouTube. The campaign also had a positive
impact on sales of our products in Germany.
MARCUS HAUS, HEAD OF MARKETING Compared to the same period last year, we
AT PENNY: were able to record double-digit growth.
This shows that the Veganuary message
“Veganuary 2021 was a great success. We had has reached the awareness of Germans and
a real run on our Food for Future products in people are starting to eat more and more
several Penny stores.” purely plant-based.”VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 17
CORPORATE ENGAGEMENT
IN THE US
HIGHLIGHTS COSTCO CONNECTION:
“The introduction of Veganuary—
65 NEW where you take a pledge to give
9 NEW VEGAN VEGAN MENU up meat, dairy and eggs during
PRODUCT OPTIONS IN January—provides one way to make
LAUNCHES FOR RESTAURANTS a significant change that not only
YELP created a “Vegan Voyage” in
VEGANUARY partnership with Veganuary, featuring benefits your health but also has a
plant-based restaurants around the positive impact on animal welfare
country, hosting virtual events, and and the environment.”
NESTLE PROFESSIONAL US
encouraged brands and food service encouraging followers to sign-up for
to get involved in Veganuary. Nestle Veganuary.
At least 131 brands, restaurants also offered Toolkits for foodservice
and retailers promoted Veganuary outlets looking to promote Veganuary
through special offers, online via specials on their Sweet Earth line.
promotions, social media, email JOI BROZEK, SENIOR
marketing, product launches, or REGIONAL MANAGER-
menu items in the US, more than COMMUNITY, YELP:
tripling 2020 participation. COSTCO promoted Veganuary in
“We chose Veganuary as our
a two-page spread in their Costco
partner for this promo because
Connection magazine in January,
they are an authentic force in the
mailed to 15 million Costco members.
vegan movement! We appreciate
The article highlighted the benefits
Veganuary’s dedication to inspiring
AVEDA announced that they officially
people all over the world to get
of trying vegan, offered easy recipes
went 100% vegan this year in honour featuring ingredients from their stores,
started on their vegan journey
of Veganuary. Their staff around the and cited excellent tips to make
by providing an array of free and
globe also took part in Veganuary’s transitioning to a plant-based diet
valuable resources.”
Workplace Challenge. easy.VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 18
CORPORATE ENGAGEMENT
IN LATIN AMERICA
38 BUSINESSES
2 NEW VEGAN JOINING AND
PRODUCT PROMOTING First ever vegan company in Chile, VEGUSTA,
LAUNCHES FOR VEGANUARY launched a Veganuary product pack to make the
VEGANUARY transition to a vegan diet as easy as possible
Our team in Latin America worked with
38 companies in Chile, Argentina, Mexico,
Panama, Costa Rica and Brazil on their
Veganuary campaigns and promotions. Pizza
giant Papa Johns joined Veganuary with
special promotions around two vegan pizzas
in Chile and reported an increase in sales of
the Veganuary promotion by 42% compared
to a normal week. Other companies joining
Veganuary this year included beauty brand
Aveda in Brazil, Argetinian ice cream company
El Piave, who launched two new vegan ice
Pizza giant PAPA JOHNS joined Veganuary with
cream flavors for Veganuary and vegan poineer
Argentinian ice cream company EL PIAVE created special promotions around two vegan pizzas in Chile,
Vegusta in Chile, who joined with a successful two new favours especially for Veganuary Panama and Costa Rica
Veganuary product pack.VEGANUARY END OF CAMPAIGN REPORT 2021 PAGE 19
OUR PARTNERS FOR VEGANUARY 2021
We worked with 18 official partner
organisations all over the world in order
to launch or amplify the Veganuary
movement. Thanks to their amazing
efforts we were able to extend the
reach and impact of the campaign to
six continents.
VEGANE
Our Swiss partner
Our partner GREENPEACE UK GESELLSCHAFT SCHWEIZ worked
promoted Veganuary to their millions with supermarket chain Lidl who
of supporters via email, social media joined the campaign and promoted
and blog their vegan range in Switzerland
We now also offer all of our resources
in French, including our Official
Veganuary Starter Kit
We were also able to improve and
extend our free support resources for
Veganuary participants around the
world. Now we offer localised and
translated programs for the following
Our partner organisation ESSERE A Veganuary branded escalator by
countries: Chile, Argentina, Brasil,
ANIMALI organised a Veganuary the vegan food brand FRY’S in France, Switzerland, Australia, India,
street action in Rome South Africa Italy, Singapore, the UK, South Africa,
Germany, Sweden and the United States.IF YOU WOULD LIKE TO DONATE TO VEGANUARY PLEASE VISIT WWW.VEGANUARY.COM/DONATE. THANK YOU FOR YOUR SUPPORT OF VEGANUARY AND HELPING TO MAKE ALL OF THIS PROGRESS POSSIBLE. TOGETHER WE CAN OVERCOME WHATEVER CHALLENGES THE FUTURE MIGHT HOLD. “Another world is not only possible, she is on her way. On a quiet day, I can hear her breathing.” Arundhati Roy Veganuary PO Box 771 York, YO1 0LJ United Kingdom info@veganuary.com
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