LONDON—Whether you’re trying to lose weight, get fit, read more, learn more or take up a new hobby this year, January is the month when everybody tries to push themselves to generally be better.
For an increasing number of people each year, that means eating in a more environmentally conscious and healthy way by cutting out animal products entirely for the month of January.
But even with the best intentions, going cold turkey (pardon the pun) can be just a little too difficult for some people, as a new ad campaign by British vegan food delivery brand Allplants makes clear with relatable comic effect.
“We know Helen has tried to go vegan,” the ad narrator says as the ad begins. “We also know about last Tuesday.”
The 30-second spot pans to Helen sitting in her car on her own driveway, while stealthily stuffing a cheese slice into her mouth.
“Relax, Helen. We don’t judge—we just deliver delicious plant based meals to your door. We’re Allplants, but you don’t have to be.”
The campaign, by British agency Snap LDN, also includes two posters, which tackle minor slip ups with humor.
“Trying to vegan but…last night I met my local nug dealer,” says one. “Trying to vegan but…last night I joined the hallouminati,” says the other.
A growing global movement
The campaign matches the tone of the marketing officially promoting Veganuary. The event, while only in its second year in the U.S., has been an increasingly popular mainstay in the U.K. since it first pushed onto the scene in 2014 before spreading to countries around the world.
Participation in the U.S. has surged this year by 50%, with 80,000 Americans pledging to ditch meat and dairy for the month.
This increase in popularity has been driven, at least in part, by an influencer campaign aimed at encouraging people to try going vegan and by the participation of major brands—from Costco to Nestle—ramping up their plant-based offerings.
The event taps into the wider trend of flexitarianism driven by health, environmental and welfare conscious consumers who are increasingly dabbling with meat-free alternatives.