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 200,000 168,500 rivers and oceans, exacerbate choices with the aim of ending climate change, and drive wild animal farming, protecting the 100,000 animal populations planet and improving 59,500 23,000 to extinction. human health. 3,300 12,800 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 38% Animals 5. Argentina 6. Mexico Environment 7. Italy Health 8. South Africa 18% 9. Australia Other 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, … 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. 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 the same as the same impact which is enough Vegan Society’s 450,000 flights as preventing water to fill an calculator 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 400,000 38% MEDIA STORIES SIGNED UP FOR 72% PARTICIPANTS 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 countries took part in Veganuary Reasons for taking 72% of Veganuary of the most renowned media in the 2020 by signing up and taking the part in 2020: 38% participants who reported world covered our stories, such as the pledge, an increase of 60% vs 2019. Health, 37% Animals, they had maintained a Sunday print edition of The New York That means we had Veganuary 18% Environment vegan diet throughout Times, Frankfurter Allgemeine Zeitung, participants in every country in the January said they now plan Wall Street Journal, CNN Chile, world but three! to stay vegan The Guardian, BBC, Forbes, The Washington Post and we were featured on the cover of The Times 60% and New Scientist 98% 93% EASIER THAN EXPECTED WOULD RECOMMEND 60% of participants we surveyed 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 1 MILLION of participants surveyed and 48% of those who decided to aren’t committing to stay vegan From Feb 2019 to Jan 2020 in 2020 said they would stay vegan say this decision was after Veganuary said they were the Eating Out section on recommend Veganuary influenced by the discovery of great- ‘somewhat likely’, ‘very likely’ or veganuary.com, including to others tasting food ‘extremely likely’ to try veganism 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 EATEN BY NON-VEGANS
1 IN 3 A total of 4.4 billion meat-free TWICE AS MANY PEOPLE TRIED VEGAN 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 options in January 2020, NEW VEGAN SHOPPED VEGAN occasions have grown 37% in the despite not officially signing last four years and are now eaten IN VEGANUARY up to Veganuary. Based on by 10% of the population. PRODUCTS 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 9000 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 Eventbrite hosted more than opportunity for restaurants to continue festivity-filled December 2019” 9000 vegan events around to add to these innovative plant-based £816M the world between 2016 ranges throughout the year, and not IN MEAT-FREE SALES and 2019, processing more just in January than half a million tickets. Sales of meat-free foods have The number of vegan events grown 40% from £582 million increased by more in 2014 to an estimated £816 than 300% 388% INCREASE 14% INCREASE million in 2019. Sales are IN VEGAN TAKEAWAYS IN MEAT SUBSTITUTE SALES expected to be in excess of £1.1 billion by 2024, Many shoppers report that they’d 55% OF PEOPLE Kantar found sales of meat finds Mintel consume more plant-rich foods if REDUCING MEAT INTAKE substitutes such as soya mince or it was more convenient. According vegetarian burgers and sausages £3.4 BILLION to research by the British Takeaway 55% of UK consumers now were 14 per cent higher than PLANT-BASED MARKET Campaign, the sector has responded claim they’re actively reducing January last year, while sales of 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? PLEDGE? (TICK ALL THAT APPLY) 50% 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 “The launch of our Vegan Steak trying a vegan pizza almost Bake has been a huge success, RESTAURANT MENUS IN doubled in January. The even bigger than we had VEGANUARY 2020 Pepperphoni was so popular originally anticipated. that it became a permanent 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 meatless options now Veganuary Orders of vegan dishes selling twice as many a day as has finished.” increased by 78% when the non-vegan jam croissant comparing the numbers in January 2019 and January 2020 Veganuary 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 HIGHLIGHTS WERE: was up 10 per cent. Aubergine sales were can reveal. A Quorn spokesman confirmed 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 over how many Veganuary participants Retailers prepared for the return of Veganuary 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 Communications Toni Vernelli was live on Sky News to of new additions to Waitrose’s vegan range.” with that demand”. Vivera said it had extended 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 culture Veganuary Business Support Toolkit Page 12
68% FEMALE and 32% MALE gave up animal products KANTAR DATA in January 2019 68% 32% A KANTAR STUDY, COMMISSIONED BY VEGANUARY TO MEASURE 1.31M Age of Individuals — average age 41 YEARS OLD THE IMPACT OF IT’S 2019 PEOPLE CAMPAIGN, SHOWS THE FULL 35% 32% 32% ‘VEGANUARY EFFECT’ WITH gave up animal products 30% in the UK in January 2019 - 25% 4.7% OF THE UK POPULATION that’s 4.7% of the total UK GIVING UP ANIMAL PRODUCTS population + 10 times the 20% IN JANUARY 2019 number of UK sign ups through 15% 13% the Veganuary website. 10% 10% 7% 4% 5% 2% 0% 832K <10 10-14 15-19 20-29 30-44 45-64 65+ (64%) PEOPLE 366K OVERALL REASONS + MOTIVATIONS FOR GIVING UP 832k (64%) people actively ANIMAL PRODUCTS IN JANUARY gave up animal products for PEOPLE the first time - that’s did so specifically as part 64% of total participants of Veganuary -more than giving veganism a go for TRIPLE the number of UK sign the first time! ups through the Veganuary website. 55% to be 49% concern 30% for 28% as part healthier for animal environmental of Veganuary Source: Kantar, FMCG panel, Veganuary LinkQ – July 2019 welfare reasons 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 @veganuary Veganuary 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 MANAGER AT VEGANUARY SAYS: improve the quality and quantity of their vegan options. Let’s work together 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 FEATURE ON OUR WEBSITE Use our logo and assets on-pack to 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 included Veganuary 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 flexitarians Veganuary 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 campaign Veganuary Business Support Toolkit Page 23
Piers Morgan GET INVOLVED lookalike caught shopping for Naked Glory meat PRESS STUNTS 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 taste Veganuary 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 part Veganuary 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 BY 2025 campaign Veganuary 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 expires Veganuary Business Support Toolkit Page 27 WHAT WE CAN DO FOR YOU
PR NEWS Although we would love to work closely with 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 [email protected] 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 [email protected] 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 [email protected] 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 OF FOOD, MARKS & Challenge and it’s been great to see so for us to show our support for our vegan much enthusiasm and interest throughout offering and also reflect our aim to be a SPENCER: 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 [email protected] for approval Veganuary Business Support Toolkit Page 31 VEGANUARY ASSETS WE’VE CREATED LOTS OF AMAZING ASSETS TO HELP YOU WITH YOUR VEGANUARY CAMPAIGN
DOWNLOAD Veganuary 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 in 1944. It is a registered educational charity the Vegan Society to further promote guide their purchases. veganism. If you are interested (no. 279228) that provides information and in using the Vegan Trademark on guidance on various aspects of veganism, The Vegan Society works with a range of including to existing and potential vegans, your products + menus, email businesses across all categories, from large caterers, businesses, healthcare professionals, [email protected] or companies to start-up businesses, and offer educators and the media. call 0121 523 1739 (option 4) a pricing structure built with inclusion in Veganuary Business Support Toolkit Page 33 THANK YOU
CONTACT: [email protected] FOLLOW: facebook.com/veganuary instagram.com/weareveganuary twitter.com/veganuary
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LET’S MAKE VEGANUARY 2021 THE BIGGEST AND BEST CAMPAIGN YET!