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Veganuary 2020 End of Campaign Report

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Veganuary 2020 End of Campaign Report End of Campaign Report 2020 VEGANUARY 2020 CAMPAIGN IN REVIEW End of Campaign Report 2020 Page 2 CREATING THE VEGANUARY EFFECT DEAR SUPPORTERS Since we were founded in 2014 by The first objective is - and will always AND FRIENDS, Matthew Glover and Jane Land, the stay - at the very heart of our campaign: campaign has seen its most impactful inspiring people to sign up to our 31- Veganism is a trend that is here to stay year yet – with 400,000 people signing day pledge and try vegan with us for the – the success of this year’s Veganuary up to try vegan with us in January 2020, month of January and beyond. campaign is proof of that, and it gives us over 1370 media stories published hope that a kinder, more compassionate internationally and thousands of To create the biggest visibility for a and sustainable world is possible. companies launching new plant-based plant-based diet and its benefits, our products and menus on to the market or second objective focuses on media using their advertising budget to shout reach and creating the campaign buzz loudly about vegan options that leads to many of the most important and promotions. media outlets in the world reporting And last but not least, our fourth on the topics of animal agriculture, objective focuses on internationalising Originally founded in the UK, the charity veganism and environmental protection. the campaign to multiply the impact recently underwent some changes we can have for animals and our – we took on board a new CEO and Objective number three is what we planet. This year, we decided to add a Board of nine Trustees to help us call “the Veganuary effect” and it is an additional four regions/countries to govern the charity, and then we spent where the true impact of our campaign the already existing Veganuary chapter the beginning of 2019 strategising and lies. Our work around corporate in the UK, and so we officially started rebranding the organisation. We set a engagement leads to many of the Veganuary campaigns in the United new vision and mission and decided on biggest companies in the world joining States, in South Africa, several Latin four strategic objectives that shall guide Veganuary and increasing the visibility American countries as well as Germany, our work in the future. and availability of plant-based foods. Austria and Switzerland. End of Campaign Report 2020 Page 3 To make the Veganuary phenomenon truly go global, we also worked with 24 partner organisations around the world to bring the campaign to 13 additional countries, including Italy, Switzerland, Sweden, India, Australia OUR VISION and Singapore. Our vision is simple; we want a vegan world. A world without animal farms To say that this year’s Veganuary and slaughterhouses. A world where campaign has exceeded our food production does not decimate expectations is an understatement – we forests, pollute rivers and oceans, would never have been able to foresee exacerbate climate change, and drive wild animal populations the amount of traction, positive media to extinction. and corporate engagement that we OUR MISSION actually achieved. All of this is only possible because of the support of our Our mission is to inspire and donors and partners and we would like support people to try vegan, drive to thank you wholeheartedly for making corporate change, and create a global mass movement championing the campaign possible. compassionate food choices with the aim of ending animal farming, We hope you enjoy reading this review protecting the planet and and will celebrate with us the amazing improving human health. progress we were able to achieve for veganism in January 2020 and onwards. KIND REGARDS, THE VEGANUARY TEAM End of Campaign Report 2020 Page 4 THE 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, … on TV, on social media and through were North Korea, Vatican City and That would mean more than four million Evanna Lynch, Chris Packham and media reports. Eswatini (formerly known as Swaziland). people took part! Patrik Baboumian. End of Campaign Report 2020 Page 5 SIGN UPS PER YEAR: 400,350 MAYIM BIALIK, ACTOR: 400,000 “Do you have a sense that you’d like to switch 300,000 to a healthier, cleaner, kinder diet, but need 250,310 more information? Ask questions, try things, 200,000 do research, and make decisions based on 168,500 facts, but don’t discount your feelings either. 100,000 Veganuary is a great place to start exploring!” 59,500 23,000 3,300 12,800 0 EVANNA LYNCH, 2014 2015 2016 2017 2018 2019 2020 ACTOR: REASONS FOR SIGNING UP 2020: “I’ve loved Veganuary’s work for a long time because I know, having been a vegetarian who was intimidated by JOAQUIN PHOENIX, veganism, that so many people just won’t 7% ACTOR: start because they think it’s too hard and that they’re going to fail. And Veganuary 37% “If you look at the climate crisis or the violence presents you an opportunity to do it with 38% Animals of our food system and feel helpless, thinking other people, with a community, and it’s Environment ‘I wish there was something I could do’- not saying it’s a lifelong commitment, it’s Health you can. Right now. Sign up to try vegan saying ‘try it for a month and see how 18% this January.” you feel’.” Other End of Campaign Report 2020 Page 6 THE BUZZ AROUND THE CAMPAIGN VEGANUARY GRABBED GLOBAL MEDIA ATTENTION ONE OF OUR OBJECTIVES IS TO A MINIMUM OF CREATE MORE VISIBILITY FOR 12.3 BILLION PLANT-BASED FOODS AND MEDIA REACH 1370 MEDIA THE BENEFITS OF A VEGAN Veganuary gave visibility to the STORIES DIET – FOR ANIMALS, THE benefits of plant-based foods Veganuary could not be missed! We were PLANET AND PEOPLE ALIKE. through radio shows, newspaper featured in mainstream media every single articles, podcasts, TV shows and day during the main campaign period and online media. Our spokespeople many of the most renowned media in the Therefore, one of our most important metrics is appeared in 17 TV segments in the world covered our stories, such as the the amount of positive media attention we can UK, Germany, Chile, France and Sunday print edition of The New York Times, South Africa alone. Frankfurter Allgemeine Zeitung, achieve. Some of our most compelling media Wall Street Journal, CNN Chile, The Guardian, stories this year were achieved through: BBC, Forbes, The Washington Post and we were featured on the cover of The Times and New Scientist. • working with Joseph Poore, an environmental • getting the support of well-known celebrities researcher at Oxford University, who calculated such as Paul McCartney and Natalie Portman, for us the environmental benefit of 350,000 who publicly endorsed the campaign people doing Veganuary in January • working with hundreds of companies on • the publication of data we commissioned with their Veganuary-branded campaigns Kantar that showed the number of animal lives • the creation of our very first Veganuary spared through the 2019 Veganuary campaign TV spot that played with the idea of trusting (a staggering 3.6 million animals in six months – your instincts in choosing plants over in the UK alone!) animals body parts. End of Campaign Report 2020 Page 7 CORPORATE ENGAGEMENT OUR CORPORATE THE VEGANUARY EFFECT ENGAGEMENT TEAMS IN THE TOOK OVER “BIG FOOD” UK, GERMANY AND THE US OVER 600 LARGE AND MEDIUM- ARE WORKING WITH SIZED FOOD COMPANIES PROMOTED VEGANUARY (ALONG WITH THOUSANDS FOOD-RELATED BUSINESSES OF SMALLER INDEPENDENT BRANDS, ALL YEAR AROUND. RETAILERS AND RESTAURANTS) AND Our aim is to inspire them to actively participate in SHOWED THAT A PLANT-BASED DIET OVER 550 NEW CAN BE DELICIOUS, AFFORDABLE AND and support the Veganuary campaign by improving, VEGAN MENU OPTIONS WERE ADDED INTO ACCESSIBLE TO MAINSTREAM CONSUMERS CHAIN RESTAURANTS increasing and promoting new vegan products, launches and menu items. They do this by marketing • Among them were fast-food and restaurant giants • Including Pizza Hut’s Pepperphoni Pizza, Greggs’ their new and existing plant-based products to such as KFC, Subway, Burger King, McDonald’s, Vegan Steak Bake, Subway’s Meatless Meatball coincide with the January campaign, and to continue TGI Fridays, Wagamama and Pizza Hut as well Marinara Melt, Wagamama’s Watermelon Vegan Tuna, beyond Veganuary. We especially focus on businesses as mainstream household brands such as Heinz, McDonald’s Veggie Dippers, KFC’s Zero Chicken Vegan that currently have a high percentage of animal-based Hellman’s, Ben & Jerry’s, Quorn and Dr Oetker Burger and TGI Fridays’ Watermelon Steak products and encourage them to place emphasis on OVER 650 NEW VEGAN PRODUCTS WERE NINE MAJOR UK RETAILERS PROMOTED replacing these offerings with plant-based alternatives. LAUNCHED DURING VEGANUARY VEGANUARY AND THEIR PLANT-BASED • Among them were more than 460 supermarket own- LAUNCHES INSTORE WITH ACTIVATION AND SIGNAGE FOCUSED ON THEIR VEGAN label vegan products as well as huge brand launches RANGES including Dr Oetker’s Vegan Stuffed Crust Pizza, Marks & Spencer’s Vegan Chicken Kiev and Kettle’s Vegan • Including Asda, Tesco, Morrisons, Aldi, Iceland and Sheese & Red Onion Crisps Whole Foods Market.
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