Niche Advertising/Audience Targeting


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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Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers within auto, home, health and life insurance plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Learn more at

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