LONDON – Whether you’re trying to lose weight, get in shape, read more, learn more, or jump into a new hobby this year, January is the month everyone tries to push themselves to be generally better.
For an increasing number of people every year, this means eating in a more environmentally friendly and healthy way by cut out animal products entirely for the month of January.
But even with the best of intentions, going for the cold turkey (pardon the pun) can be a bit too difficult for some people, as a new ad campaign from British vegan food delivery brand Allplants clearly shows with an effect. comically comparable.
“We know Helen tried to go vegan,” says the narrator of the ad at the start of the ad. “We also know for last Tuesday.”
The 30-second spot shows Helen sitting in her car on her own driveway, while sneaking around to put a slice of cheese in his mouth.
“Relax, Helen. We don’t judge, we just deliver delicious, plant-based meals to your doorstep. We are Allplants, but you don’t have to be.
The campaign, by UK agency Snap LDN, also includes two posters, which tackle small mistakes with humor.
“I’m trying to go vegan but… last night I met my local nugget dealer,” one said. “I’m trying to be vegan but… last night I joined the hallouminati,” said the other.
A growing global movement
The campaign matches the tone of the marketing official promoting Veganuary. The event, while only in its second year in the US, has been an increasingly popular mainstay in the UK since it first entered the scene in 2014 before to expand to countries around the world.
Participation in the United States has jumped this year by 50%, with 80,000 Americans pledging give up meat and dairy products for the month.
This increase in popularity is due, at least in part, to an influencer campaign to encourage people to try going vegan and the involvement of big brands – from Costco to Nestlé –increase their herbal offerings.
The event taps into the larger trend of flexitarianism, driven by consumers concerned about their health, the environment and their well-being, who are increasingly using meatless alternatives.