June 16, 2020 Marcel

Veganuary Marketing: Veganuary 2021 Ultimate Guide

What is Veganuary?

Veganuary is the name of a charity and campaign that encourages people to try a vegan lifestyle (i.e. to ‘go vean’ by not eating or using animal products) for the month of January. 

From a Veganuary UK campaign in 2014, participation has doubled every year and it’s now a world-wide campaign. Common elements of the campaign include veganuary recipes, a veganuary meal plan, and veganuary deals.

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Veganuary Meaning

The word “Veganuary” is a combination of ‘vegan’ and ‘january’. Starting in 2014, it’s a popular campaign that encourages people to go vegan in January for the whole month.

The Veganuary campaign aims to inspire and support people to try vegan for January and throughout the rest of the year. They have a website where people can register to take up the Veganuary challenge. “Signing up to Veganuary” means that someone has registered to try a vegan lifestyle for the month of January.

The campaign also helps business understand how to provide vegan goods and services for consumers. A business can also sign up to Veganuary, which means they will change their goods and services to 100% vegan for the month.

Veganuary Statistics

The video below provides the latest statistics.

As a brand and a campaign, you may be surprised by the statistics and momentum.

The most recent year’s campaign achieved a media reach of over 12.34 Billion, and participants signed up from 193 countries. Plus, 650 new vegan products were launched.

Veganuary Advert

The success is surprising given the grass-roots vegan marketing approach they’ve used to-date.

In 2020, the campaign took things up a notch and released its first official advertisement.

The ad was produced in both English and German versions.

What does this mean for my business?

If your business is wanting to offer plant-based options and enter the vegan market, January is a great time to do it!

And, if you’re a vegan business or already providing vegan options then you have a great chance to promote and renew your offering.

Here’s what you need to know, so you can take action:

Corporate Collaborations

As a charity, Veganuary wants their participants to have a great Veganuary journey. So, they’ve created a collaboration program to help businesses and bloggers to effectively take part in the campaign and attract new customers.

The Veganuary corporate collaborations program is free to join. 

You’ll get a Business Support Toolkit that explains how you can get involved.

Veganuary Logo and Brand Assets

Veganuary logo and brand assets are free to use, as long as you follow their guidelines.

The Veganuary Marketing assets are available for download here

Veganuary Deals

Special deals are a key feature of this campaign. What sort of deals could you run for the month?

If you’re looking for inspiration, have a look at the deals and new product launches that have been offered by Nandos, McDonalds, Greggs, and Tesco. Their promotions have attracted a lot of search activity in Google.

If you run an organic grocery store or blog, look for examples of promotions that include a Veganuary shopping list or coupons.

You can also brainstorm ideas with us.

Promotion

If you choose to collaborate, you can contact them to ask them to feature your logo and a link to your website on their website.

You can expect that their website content will also be included in their email series that shows participants where they can find great vegan options.

You could also get to be one of the featured ‘selected offers’, coupons or ‘eating out’ sections of their site.

Send a press release, website content link, and two high resolution images to news@veganuary.com if you want to be featured in their PR news channels.

Veganuary Tips

Here are our top tips for success in 2021:

  1. The earlier you brainstorm ideas, develop your content, and prepare your press releases the better! Things get super busy in the lead-up to Veganuary!
  2. Run a competition or involve your target market and customers in your Veganuary deal development.
  3. Engage a vegan marketing agency or plant-based marketing specialist like jacoi to help you understand the market quickly.

Additional Information and References

Below, you’ll find extra information about the global reach of this campaign and the collection of recipes it provides.

Veganuary Recipes

Veganuary provides recipes for every meal of the day and for use all year.

These are worth considering if you have a takeaway or other food business or blog.

Veganuary recipes include vegan versions of traditional dishes including the following cuisine:

  1. The UK (British)
  2. America (American)
  3. Italy (Italian)
  4. Japan (Japanese)
  5. Mexico (Mexican)
  6. Thailand and South East Asia (Thai and South East Asian)
  7. India (Indian)
  8. South America (South American)
  9. Turkey and the Middle East (Turkish and Middle Eastern)
  10. China (Chinese)
  11. Spain (Spanish)
  12. France (French)
  13. The Carribbean (Carribbean)
  14. Africa (African)
  15. Germany (German)
  16. North Africa (North African)
  17. Ireland (Irish)
  18. Eastern Europe (East European)
  19. Jamaica (Jamaican)
  20. Portugal (Portuguese)

They also have recipe collections for Christmas, Easter, Thanksgiving, Meat Free Monday, Wicked Healthy, pregnancy, raw vegan, and more!

Veganuary UK, Veganuary Australia, and beyond.

While Veganuary UK and Veganuary Australia are the best known campaigns, world-wide interest is growing.

But I hear you say, “is the interest strong in my region?”

So, we did market research to see where the interest in Veganary deals and information most concentrated around the world. Google Trends have a measure for this, which is a 1-100 scale.

Google explains: “A higher value means a higher proportion of all queries, not a higher absolute query count. So a tiny country where 80% of the queries are for ‘bananas’ will get twice the score of a giant country where only 40% of the queries are for ‘bananas’.”

So, this measure will tell you where there is a high intensity of search activity within a region. 

We like to think of it as a bit of a proxy measusure for the proportion of the population who is interested.

What does the data show?

veganuary-trends-jacoi

We found that the regions with the most intense activity over the last 5 years in order of activity intensity level were:

  1. Jersey 
  2. United Kingdom 
  3. St Helena 
  4. Ireland 

In the second highest group, in order of activity intensity level, we have:

  1. Switzerland (Veganuary Schweiz)
  2. Australia
  3. South Africa 
  4. New Zealand
  5. United Arab Emirates
  6. Germany

And finally, regions where there appears to be emerging activity include:

  1. Portugal
  2. Singapore
  3. Sweden
  4. Norway
  5. Chile
  6. Netherlands
  7. Canada
  8. Austria
  9. Belgium
  10. Slovakia
  11. Hungary
  12. United States
  13. Denmark
  14. Spain
  15. Finland
  16. Philippines

Surprised? We were!

We found something else too. Overall, London has been the city with the highest intensity of search activity in the world. That’s not really a surprise, given the strength of the Veganuary UK movement!

If you would like to see the current live data, click here.

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