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Veganuary: Inspiring People To Try Vegan Options Through Fresh Marketing Campaigns

January 27, 2020 Digital Media Solutions

Veganuary is a worldwide campaign that encourages people to try to go vegan for the month of January. According to Statista, 3% of Americans ages 18-29 are vegan, while only 1% of Americans ages 50-64 are vegan. To inspire more people to shy away from eating animal source foods (ASF), Gardein, Field Roast and Silk have broken down misconceptions by presenting vegan diet information in fresh, friendly and unique ways.

Gardein Encourages Consumers To Dabble In Meat-Free Food Products

Gardein’s dating-themed campaign invites consumers to #StartAHealthyRelationship with their food by positioning Gardein products as meat alternatives that do not require customers to adopt strict vegetarian or vegan lifestyles. In one of their ads, Gardein showcases products, including Mandarin Orange Crispy Chick’n, Home Style Beefless Tips and The Ultimate Beefless Slider. Next to each product, fun and flirty lines like “Tired of the meat market?” and “Want a friend with nutritional benefits?” appear. Gardein strives to show that, with their brand, consumers can have nice vegan meals without making lifelong commitments.

Field Roast And Bon Appétit Share Stories Of Chefs And Their Approaches To Plant-Based Cooking

Field Roast, producer of artisanal plant-based meats and cheeses, and Bon Appétit partnered with celebrity chef Roy Choi, co-founder of gourmet Korean-Mexican taco truck Kogi BBQ, to launch “Gather What’s Good.” The Gather What’s Good campaign centers around a series of videos following Choi as he visits chefs in Chicago, Seattle and Toronto to learn about their signature dishes and love for regionally inspired ingredients. The chefs reimagine their dishes as plant-based, using Field Roast meats and cheeses.

In one Gather What’s Good episode, Choi chats with two chefs from Chicago to learn what their Chinese- and Portugese-inspired creations are. In another episode, Choi asks a chef from Seattle about his culinary journey through soul food. Viewers of the docu-series can watch the chefs #GatherWhat’sGood to reimagine their own plant-based house specialties by adding in a little extra smoke, spice and flavor.

Silk Recognizes The Power Of Plants

Silk’s recent marketing campaign aims to broaden the appeal of plant-based beverages and encourages people to #DoPlants. One of Silk’s ads shows tennis player Venus Williams drinking Silk during breaks from her tennis match as she states, “Strong is good.” Another Silk ad features music producer DJ Khaled rapping as he makes himself a smoothie using Silk. Silk’s marketing campaign highlights why a plant-based diet can be a smart choice for people and the planet. Silk also introduced a refreshed website that reflects its commitment to making plant-based eating delicious, simple and fun.

Vegan brands can leverage fresh marketing campaigns to promote their missions of transitioning more people to healthy diets and lifestyles. Gardein, Field Roast and Silk use their authentic voices to encourage consumers to eat their plant-based foods both to drive sales and support diet and environmental issues.

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About the Author

Digital Media Solutions

Digital Media Solutions, LLC (DMS) is the leading global martech company leveraging innovative, performance-driven brand direct and marketplace solutions to connect consumers and advertisers. DMS deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses. Continuing to experience explosive year-over-year growth, DMS has been continuously recognized on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Earlier this year, DMS announced it is anticipating becoming a public company under a reverse merger deal with Leo Holdings Corp. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. For more information about DMS, visit digitalmediasolutions.com. Keep up with DMS news at insights.digitalmediasolutions.com and connect with us on LinkedIn at www.linkedin.com/company/digital-media-solutions-group.

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