Every Foods is on a mission to bring wholesome, plant-based food to all consumers - as it offers multiple benefits for both people and the environment. While the brand typically saw a strong peak in sales throughout January, Every realised that they were missing out on a big opportunity to maximize their mission (and their January sales): Veganuary. January is broadly recognised as month of veganism (January + vegan = Veganuary).
This special month is for new and veteran vegans alike: from those who want to start the new year with a healthier diet and lifestyle to others familiar with veganism who are simply exploring what's new in the community. Every wanted to leverage Veganuary to build closer ties to new and existing customers and start building an engaged commmunity of fans around this theme and their products. The campaign had multiple purposes: education talking about the benefits of vegan lifestyle, engagement/entertainment like joint yoga classes, and commercial with new product launches.