Plant-Based Products

Veganuary's Politically Inspired PSA Asks Consumers to 'Vote for Veggies'

The movement, in its fourth year in the U.S., expects more than 400 brand collaborations

veganuary-psa-vote-veggies-2023 — 3 million people have taken part in the Veganuary challenge since its founding a decade ago.Veganuary

By T.L. Stanley

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In this election year, would-be leaders will promise the moon to win over the American public, but who will be able to deliver on lofty goals like reducing carbon emissions, improving health, lowering grocery bills and protecting animals?

The answer comes from the nonprofit group Veganuary, which just dropped its annual PSA that says vegetables—given an anthropomorphic twist—are the most qualified candidates for the job.

The 60-second spot, which embraces some familiar campaign trail rhetoric and uplifting stock images, launches ahead of the inevitable media onslaught around the 2024 presidential race.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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