April 23, 2020 PenelopeFry

Vegan Marketing Campaigns: Our quick tips!

A vegan marketing campaign is any plan of action designed to achieve a goal of a company for results in the vegan or plant-based market. The goal could be increasing awareness for a vegan-friendly product, service, business or organization, driving new revenue, or helping with a turnaround.

Vegan marketing campaigns are different.

The key steps required to run a marketing campaign in this sector are:

  1. Define the purpose and goal of the campaign.
  2. Decide how to measure the campaign results.
  3. Select the target audience within your potential plant-based consumer market.
  4. Craft the campaign message and theme to connect vegan-related buyer motivations to your business.
  5. Decide how you will reach your target audience.
  6. Decide how and when you will publish or launch your campaign.
  7. Decide how your marketing will drive the desired action (e.g. calls to action, landing pages, lead forms, upsells in check-out etc)?
  8. Choose the metrics that you will monitor.
  9. Decide how you will assess the campaign.
  10. Do it!

Beyond general marketing good practice, a successful vegan marketing campaign needs four things:

  1. Niche themes such as animal welfare, health, humanity and the environment.
  2. Majority use of the term “plant-based”, with a small inclusion of ther term “vegan”.
  3. A buyer persona and content designed primarily around non-vegans. They represent the largest share of the market for vegan food and other products!
  4. A unique value proposition (UVP) underpinned by careful social proof.


With over 17 years in international vegetarian and vegan communities on and off-line, I work hard to follow these niche markets and trends. I have provided menu advice for over 40 restaurants and cafes across 11 countries... and counting! Vegan food is my passion, but I also like sailing and cycling.


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