VEGANUARY BUSINESS SUPPORT TOOLKIT

THE VEGANUARY BUSINESS SUPPORT TOOLKIT HOW TO GET INVOLVED IN VEGANUARY 2022

DOWNLOAD THE OFFICIAL VEGANUARY 2022 ASSETS AND LOGO TO USE IN YOUR MARKETING MATERIALS HERE! VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 2

© Deliveroo & @veganbrownting CONTENTS

03 ABOUT VEGANUARY 04 THE IMPACT OF VEGANUARY

05 2021 CAMPAIGN FACTS & FIGURES ‘’Order volume from vegan restaurants ‘’Squeaky Bean® sales were up 222% in 06 WHY YOU SHOULD GET INVOLVED was up 146% and vegan options from Veganuary 2021 versus Veganuary 2020’’ vegan-friendly restaurants up 114% year- 07 VEGANUARY 2022 on-year, while new customers purchasing CORPORATE HIGHLIGHTS vegan were up 163% year-on-year. ‘’ 08 VEGANUARY’S SOCIAL AND MEDIA REACH 09 HOW TO SUPPORT THE CAMPAIGN 10 OPPORTUNITIES WITH VEGANUARY 11 IN-STORE ACTIVITY PLEASE TAKE 12 DIGITAL ACTIVITY A QUICK LOOK AT OUR BRAND 13 PRESS STUNTS GUIDELINES 14 WHAT DOES VEGANUARY DO THE REST OF THE YEAR? ‘’You won’t have missed the New York Style Pretzel Roll which has taken social 15 THE VEGANUARY ‘’Demand for Coop’s GRO Incredible media by storm this Veganuary, and has WORKPLACE CHALLENGE Burger surged in Veganuary 2021, with been our best-selling vegan sandwich 16 CONTACT sales doubling year-on-year’’ ever, selling one every 30 seconds!’’ VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 3

ABOUT VEGANUARY​

Our mission is to inspire and support people to try vegan. SIGN-UPS PER YEAR Millions of people from around the world have taken part in Veganuary since we launched in 2014. Our 2021 campaign 600,000 had a record sign-up number of over 580,000 participants. 500,000 582 538 Kantar research shows that around 10 times as many people 580,000 1500 usually take part in Veganuary than officially sign-up through 400,000 Over 580,000 Our 2021 campaign our website, which means over 5 million people gave vegan 300,000 eating a try!​ people participated featured in more than 200,000 in 2021 1500 media stories

Veganuary is a great free marketing tool that helps brands, NUMBER OF SIGN-UPS 100,000

retailers and restaurants launch and promote their vegan 0 products during January. Our aim is to connect veg-curious 2014 2015 2016 2017 2018 2019 2020 2021 CAMPAIGN YEAR consumers generated by our pledge campaign to brands that can provide the plant-based options they are looking for during January and beyond.​ REASONS FOR SIGNING UP 825 More than 825 new vegan products During our 2021 campaign thousands of businesses and menu items were launched Animals 46% participated with over 570 new vegan product launches and for Veganuary 2021 over 260 vegan options added to restaurant menus, with Personal health 22% many businesses reporting a significant increase in sales and customer engagement throughout the month. The environment 21%

For a change / challenge / curiosity 5% In addition to driving large-scale change in the UK, we also run targeted campaigns in the US, Germany and Latin Global health (eg. pandemics) 4% 98% 209 America, as well as working with partners in several other For a friend / partner / family member 2% 98% would People from countries to create a global campaign. The heart of our recommend 209 countries and campaign is our 31-day vegan pledge, where participants Other 1% receive daily emails providing all the resources and advice Veganuary to a friend territories took part 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% they need to make the transition to a plant-based diet. VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 4

THE IMPACT OF VEGANUARY​

MORE THAN ONE MILLION PEOPLE HAVE ALREADY COMPLETED VEGANUARY’S ONE-MONTH CHALLENGE SINCE IT BEGAN IN 2014. WHAT IMPACT HAVE THEY HAD? 6.2 MILLION LITRES OF WATER SAVED

Statistics compiled by Dr Helen Harwatt from the same as flushing the toilet Harvard University’s Animal Law and Policy program* almost half a million times

405 TONNES OF PO43- EQ (EUTROPHICATION) SAVED ALSO SPARED the same as 1,645 tonnes of THE LIVES sewage spared from waterways OF 3.4 MILLION ** 103,840 TONNES ANIMALS 2 OF CO EQ SAVED **according to The Vegan Society’s calculator equivalent to driving around the *Based on calculations extrapolated world almost 15,000 times from Poore & Nemecek (2018) Science http://science.sciencemag.org/content/360/6392/987/ VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 5

THE 2021 CAMPAIGN IN NUMBERS

98% WOULD RECOMMEND Veganuary is enjoyable. 98% of participants surveyed in 2020 said they would recommend 582,000 PARTICIPANTS 93% LIKELY TO Veganuary to others More than 580,000 people from TRY VEGAN AGAIN 209 countries took part in 93% of those participants who Veganuary 2021 by signing-up aren’t committing to stay vegan 50% SAW HEALTH to give vegan a try. Knowing that after Veganuary said they were IMPROVEMENTS around 10 times as many people 75% REDUCING ‘somewhat likely’, ‘very likely’ or usually take part in Veganuary ANIMAL PRODUCTS ‘extremely likely’ to try veganism Half of the respondents saw some improvements to their overall than officially sign-up through our 75% of those not staying vegan again in the future, showing plant health, including improvements website, that means over 5 million are reducing by 50% or more based demand remains on an people gave vegan eating a go! upward trajectory to their energy levels, mood, skin appearance and body weight

1500 MEDIA STORIES 46% SAID ANIMALS WAS We were featured in mainstream THEIR MAIN MOTIVATION 40% STAYING VEGAN media every single day during the FOR SIGNING UP main campaign period and many 40% of Veganuary participants of the most renowned media in plan to stay vegan Reasons for taking part in 2021: the world covered our stories, 46% Animals, 22% Health, such as The Guardian and 21% Environment The Independent.​

Source: Veganuary 2021 Participant Survey VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 6

FIND MORE WHY YOU SHOULD GET INVOLVED​ STATS ON THE VEGAN MARKET HERE. PLANT-BASED FOOD MEAT-FREE MARKET IN CATEGORY WORTH SUPERMARKETS WORTH £1.2 BILLION £527.1 MILLION 6.6 MILLION Plant-based dairy grew from Meat-free market in UK 22% OF BRITS £300m in 2017 to £608m in HOUSEHOLDS BUYING supermarkets is worth £527.1 ARE EXPERIMENTING 2021, while plant-based meat VEGAN AFTER million, with The Vegan Society WITH MEATLESS OR alternatives grew from £308m in VEGANUARY forecasting the global market to be 2017 to £616m in 2021 worth £5.2 billion by 2025. MEAT-LIGHT DIETS Vegan-specific ranges were Source: Kantar Source: Nielson/The Grocer Veganuary helps brands boost bought by 6.6 million households public perception and reach new in Feb 2021 as Veganuary helped customer bases. Vegans make sales of those products grow 1 IN 5 UK HOUSEHOLDS up a small percentage of the by 23% compared to the same HAVE AT LEAST ONE population, but they are part of a period in 2020 1 IN 20 BRITS ATTEMPTED MEMBER FOLLOWING wider group experimenting with Source: The Grocer TO GO VEGAN IN JANUARY A MEAT AVOIDANCE / meatless or meat-light diets that YouGov data shows that one in accounts for over a fifth of Britons REDUCTION DIET​ twenty Britons (5%) attempted to (22%), including vegetarians (5%), Source: Kantar go vegan in January 2021, while pescatarians (3%) and flexitarians another 3% already have a plant- (13%). About a third of the public (34%) also agree that they would UNTAPPED VEGAN based diet. Among 18-24 year olds, 6% are already vegan, while like to reduce their meat and SECTORS WORTH a further 8% participated dairy consumption. £130 MILLION in the challenge. Source: YouGov Including cheese, chilled desserts, Source: YouGov fresh cream and yoghurt drinks

Source: Kantar VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 7

VEGANUARY 2022 CORPORATE HIGHLIGHTS​

OVER 261 NEW VEGAN OPTIONS ADDED TO RESTAURANT OVER 572 MENUS IN 16.5% of sales in January were from NEW VEGAN their vegan and plant-based products, VEGANUARY versus just 6.5% of sales last year​ PRODUCTS 2021 WERE Online searches for ‘vegan’ on asda. LAUNCHED com increased by 175% YOY and vegan sales in January were forecast The Meatless Meatball Hot Wrap to increase +391% YOY​ was the first new product to become a top 5 bestseller in launch week See our full round-up of Veganuary in Pret’s history​ corporate highlights by watching our Many more businesses saw end of campaign video here. Vegan orders increased by 17% as a their year-on-year vegan sales result of their Veganuary campaign for Jan 2021 vs 2020 grow thanks to Veganuary:

Sales increased by 20% in January Demand for plant-based foods soared YOY, Cauldron’s Instagram 262% ​ by over 35% in Jan 2021 with over engagement was up 12 times, their 700,000 shoppers purchasing Plant YouTube received over 7m views and Weekly sales of Violife’s Cocospread Chef or Wicked Kitchen, an 81% there was a 41% uplift in visits more than doubled (+134%) in 111% 400% increase YOY to Cauldron’s website Veganuary 2021 vs sales in 2020​ VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 8 VEGANUARY’S SOCIAL AND MEDIA REACH​ VEGANUARY’S REACH & FOLLOWING ONCE AGAIN VEGANUARY 2021 campaign featured in GRABBED GLOBAL MEDIA MORE THAN 1500 media stories ATTENTION. HERE’S SOME Jan 2021 social media reach: OF THE COVERAGE WE 224 MILLION RECEIVED IN THE UK... #Veganuary views: 170 MILLION on TikTok

English language email subscribers: 548K

Pinterest monthly views: 143K+

Facebook: 340K ​

Instagram: 388K ​

Twitter: 68K *as of July 2021

OFFICIAL CONSUMER SURVEY OF VEGANUARY DATABASE Want to survey Veganuary’s database to find out what they think of your products and brand or to gain valuable insights from our participants? GET IN TOUCH to find out more about packages available. We advise against doing your own ‘Veganuary’ related surveys as a PR angle. The results often conflict with our official participant survey and are not helpful to the plant-based cause. Thanks for understanding! VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 9

HOW TO HAVE A SUCCESSFUL VEGANUARY

SUPPORT THE CAMPAIGN 1) UTILISE THE FREE 4) JOIN THE CAMPAIGN VEGANUARY ASSETS ​ GLOBALLY! ​

Use Veganuary’s official logo on your Veganuary runs targeted campaigns in the marketing materials including social, point US, Germany and Latin America, as well of sale and on pack (check out our brand as working with partners in several other guidelines here or use our free ready-to-use countries to create a global campaign. Veganuary marketing materials.​ Get in touch to discuss working with us internationally.​ 2) ACTIVATE VEGANUARY AND BRING IT TO LIFE​ 5) TAKE ON THE VEGANUARY WORKPLACE CHALLENGE​ Veganuary activation is all about collaboration between brands, restaurants Try vegan in your workplace and let us and retailers to bring the campaign to support your journey throughout January. life for the consumer. Connect with your As well as being a fun staff challenge, it’s commercial teams to discuss how you also a great PR opportunity. Check out the can collaborate.​ Workplace Challenge Guide here. 3) TAG US ON SOCIAL AND #VEGANUARY2022​

Make sure to tag us in your Veganuary posts and use the hashtag #Veganuary2022 so that our social media team have the chance Interested in sponsoring Veganuary? to engage and repost your content.​ GET IN TOUCH to find out about the last remaining spots for 2022 and opportunities for 2023! VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 10

OPPORTUNITIES WITH VEGANUARY

LET US SUPPORT YOU

1) SHARE YOUR NEWS WITH US 4) JOIN VEGANUARY’S KEY DATES & DEADLINES RESTAURANT GUIDE​ MAR–OCT Send us your press releases and images Confirm involvement in the campaign for any new launches or vegan news and If you’re a UK high street chain eatery, send and work with the Veganuary team to our social team may share the news with us the details of your vegan options to be develop plans and brainstorm ideas! our audience. Our social channels run all added to our Restaurant Guide, a resource 6 DEC year long so send us your news even on our website that gets millions of visitors! Submit special offer details for after January! website inclusion 5) CREATE UNIQUE AND 6 DEC 2) GET A QUOTE FOR YOUR EXCLUSIVE RECIPES FOR Workplace Challenge participants to PRESS RELEASE VEGANUARY submit quotes for potential inclusion 8 DEC in Veganuary press release Our Head of Marketing & Communications Participants love to utilise the recipes we Veganuary campaign is available to review and provide a quote share on our website. If you’d like to create officially launches for relevant and exciting press releases an exclusive recipe for our website to support and endorse your Veganuary (the recipe must not be listed anywhere 13 DEC activity. Get in touch for further details. else online) then get in touch to discuss. Submit all press releases for major 1 JAN news with embargo dates detailed 3) DEVELOP VEGANUARY Veganuary begins! SPECIAL OFFERS Announce on your socials, tag us and use #Veganuary2022 on all your posts! Create enticing promotions for your END OF JAN customers and we might share them with Initial Veganuary results published our audience through our Special Offers web page. Get in touch for more details. MARCH Official Veganuary participant survey results published THROUGHOUT 2022 Join our mini campaigns (more on p14!)​ VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 11

GET INVOLVED: IN-STORE

Use the Veganuary name Launch new products and logo on point of sale, & menu items on pack and in print

Create special offers Highlight your vegan & price promotions on Use our QR code on your range with feature your vegan range POS to encourage your space in-store customers to sign-up to Veganuary – research shows that participants are much more likely to succeed at trying vegan Reach new potential with our support! customers with out of home advertising

Conduct samplings of Host Veganuary-themed your vegan products events VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 12

GET INVOLVED: DIGITAL ACTIVITY

Tag us on social (there’s a Use the Veganuary good chance we’ll share logo on your digital your content in our stories) and social activity​ and use #Veganuary2022​

Engage your email subscribers with your Encourage your Veganuary activity​ audience to sign up at veganuary.com/try-vegan/ - evidence shows they’re more likely to succeed with our help Write blog content and Mention Veganuary in and support! ​ recipes on veganism and your press release and why people should speak to us about getting sign-up to Veganuary a quote to include​

Promote your vegan Create Veganuary-themed web offering with a TV and banners on your website using the Veganuary logo Radio ad in January to coincide with Veganuary​ VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 13

GET INVOLVED: PRESS STUNTS

DO SOMETHING UNUSUAL TO ATTRACT BUZZ AND PUBLICITY AROUND YOUR VEGANUARY CAMPAIGN. HERE’S SOME INSPIRATION TO GET YOU STARTED...

PRET collaborated with Big Zuu to create a rap song for the launch of the Meatless Meatball Hot Wrap

THIS launched a live call centre monitored by comedians to help people with the temptation of eating meat during Veganuary. They answered the calls with meat- based jokes, plant-based puns and ICELAND launched a foot long animal noises, to help get them JUSTEAT turned London’s iconic vegan sausage roll in collaboration through the month of no meat with Beefeaters into Leaf Eaters to deliver COSTA made plant-based milks free with GREGGS a smile on their face orders in celebration of Veganuary in January VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 14

WHAT DOES VEGANUARY DO THE REST OF THE YEAR?

The Veganuary team works HOW TO GET INVOLVED throughout the year to encourage 2022 MINI CAMPAIGN DATES: THROUGHOUT THE YEAR people to try vegan, read more about our impact here. Stay in touch with our corporate 1) SEND US YOUR NEWS whenever team for the opportunity to engage you have new vegan launches or with our audience beyond January. vegan news and we might share the story with our audience

548K 2) TAKE PART IN OUR MINI ENGLISH CAMPAIGNS throughout the LANGUAGE year. Get in contact to hear what EMAIL opportunities we have available SUBSCRIBERS 800K SOCIAL CHOOSE CHICKEN-FREE WEEK CHOOSE FISH-FREE WEEK FOLLOWING 4th – 10th April 2022 6th – 12th June 2022 ACROSS 3) GET PLANNING FOR THE NEXT FACEBOOK, CAMPAIGN well in advance to make TWITTER AND sure it’s the best one yet! INSTAGRAM

558K UK WEB VISITORS ANNUALLY

PLANT-BASED BBQ WEEK CHOOSE DAIRY-FREE WEEK *as of July 2021 18th – 24th July 22nd to 28th August 2022 VEGANUARY BUSINESS SUPPORT TOOLKIT PAGE 15

VEGANUARY WORKPLACE CHALLENGE AVEDA’S GLOBAL BRAND PRESIDENT BARBARA DE LAERE: The Veganuary Workplace Challenge is a 31-day In January 2021, 63 companies and institutions pledge that encourages your workforce to give from the UK, US and Germany got on board, “This Veganuary, more than 1,500 people in the vegan a try for the month of January by signing-up supporting their workforces to eat vegan in January Aveda network transitioned to a plant-based diet to Veganuary and offers support throughout to and in many cases leading by example with CEOs as part of a celebration around our brand’s recent help you succeed. and senior leaders taking part. Here are some of the news: 100% of our products are now 100% vegan, workplaces that have taken part...​ now and forever! Achieving this milestone alongside BENEFITS OF TAKING PART our participation in the Veganuary challenge has been particularly rewarding for us as a team – not PROMOTE HEALTH & WELLBEING to mention it has opened many eyes to the impact individual diet and lifestyle changes can have on our AMONGST YOUR STAFF​ collective environmental footprint.” DO YOUR BIT FOR THE ENVIRONMENT​ CREATE A FUN CHALLENGE FOR STAFF TO TAKE PART IN​ TAKE ADVANTAGE OF A GREAT PR OPPORTUNITY​ MARCO SETTEMBRI, CEO OF NESTLÉ ZONE EMENA:

DOWNLOAD “As someone who stepped up to the Veganuary THE VEGANUARY challenge this year, I am happy to be part of this WORKPLACE movement as it grows across Europe and beyond. CHALLENGE GUIDE For me, now, behind Veganuary there’s a bigger If your workplace takes picture – and one which induces long-term action. on the challenge, we’d love HERE TO FIND It’s about really feeling the need of the consumer. to discuss PR opportunities OUT MORE! That is why, this year I am promoting Veganuary with you — email us at across many of our categories and initiatives.” [email protected] THANK YOU! LET’S MAKE IT THE BIGGEST VEGANUARY YET!

CONTACT: ​ [email protected]

Zoe West Meral Ince SENIOR CORPORATE CORPORATE ENGAGEMENT ENGAGEMENT SPECIALIST, UK MANAGER, UK

If you are interested in vegan labelling and using the vegan trademark on your products and menus then get in touch with our friends at the Vegan Society at [email protected]

Veganuary PO Box 771 York, YO1 0LJ United Kingdom

Veganuary is a registered charity in England & Wales (no. 1168566).