VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...

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VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020

VEGANUARY SA PRESS PACK 2019/2020

IF YOU LOOK AT THE CLIMATE CRISIS OR THE
VIOLENCE OF OUR FOOD SYSTEM AND FEEL
HELPLESS, THINKING ‘I WISH THERE WAS
SOMETHING I COULD DO’– YOU CAN. RIGHT NOW.
SIGN UP TO TRY VEGAN THIS JANUARY.

Joaquin Phoenix
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                Page 2

ABOUT VEGANUARY SA
WELCOME TO VEGANUARY!                    Participants sign up at
                                         www.veganuary.com/register.
Launched in the UK in January            They’re then supported to try vegan
2014, Veganuary is a non-profit          through a series of emails, social
organisation that encourages             media content, membership of a
people to try vegan for January          Facebook support group, and a
and beyond. Veganuary is focused         website full of helpful resources
on changing consumer behaviours          like recipes, a starter kit and meal
and attitudes, while providing all the   plans. Veganuary is more than a
information and practical support        pledge: we also support brands,
                                                                                CHRIS PACKHAM,
required to make the transition to       manufacturers and retailers to         TV PRESENTER
veganism as easy and as enjoyable        expand their plant-based options.      AND VEGANUARY
as possible through the month.           Last year, more than 500 businesses    AMBASSADOR:
Since the campaign started,              took part in Veganuary, while more
                                                                                “As I’ve become more and more aware
more than 500,000 people have            than 200 plant-based products and      of our impact, the impact our diet has on
registered to try vegan, although        menus were launched including          the environment – and of course the species
                                                                                that live in it – I’ve become increasingly
data suggests that ten times more        Gregg’s famous sausage roll, Pizza     concerned to minimise the negative aspects
people actually participate and try      Hut’s jackfruit pizza, and Marks &     of that impact.”
vegan in January each year.              Spencer’s Plant Kitchen range.
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                                  Page 3

2019 CAMPAIGN FACTS + FIGURES
                                                 159                                     46%                                   1.3
       47%
     STAYING VEGAN
                                             COUNTRIES
                                     More than 250,000 people from 159
                                                                                       SIGNED UP FOR
                                                                                      HEALTH REASONS
                                                                                                                              MILLION
                                                                                                                       From Feb 2018 to Jan 2019,
                                                                                                                        the Eating Out section on
                                       countries took part in Veganuary                 Reasons for taking
  Following their Veganuary                                                                                           veganuary.com received more
                                      2019 by signing up and taking the                  part in 2019: 46%
      experience, 47% of                                                                                                 than 1.3 million visitors.
                                    pledge, an increase of 49% vs 2018. It             Health, 34% Animals,
 respondents surveyed said          is thought that 10 times more people                12% Environment
 that they are committing to           take part in Veganuary than sign
        staying vegan                 up on the website. We call this the
                                              ‘Veganuary Effect’

                                                                                                                      2020

      98%                                                                              60%                           TARGET

  WOULD RECOMMEND                         77%                                    EASIER THAN EXPECTED
                                                                               60% of participants we surveyed
                                                                                                                               350K
                                                                                                                                PARTICIPANTS
Veganuary is enjoyable. 98%      LIKELY TO TRY VEGAN AGAIN                   told us the Veganuary challenge was
  of participants surveyed                                                      easier than they had anticipated,            For our 2020 campaign,
   in 2019 said they would        77% of people surveyed who said              and 51% of those who decided to                we aim to attract more
 recommend Veganuary to          they wouldn’t stay vegan, said they            stay vegan say this decision was            than 350,000 participants
            others                  were “very likely” or “extremely         influenced by the discovery of great-          around the world. With the
                                    likely” to try veganism again in                      tasting food                        “Veganuary Effect” this
                                   the future, showing plant-based                                                           could be in the millions!
                                   demand remains on an upward
Veganuary 2019 Survey                            trajectory
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                                                      Page 4

THE VEGAN MARKET
                                                                                                              26%
                                                                                                             OF BRITS
                                                            £572M
          1.7%
                                                                                                            26% of Brits said that
                                                                                                         trends like Veganuary are
                                                                   MARKET                                  shaping their shopping
                                                                                                            habits, according to
             GROWTH                                           The vegan UK market                               Ubamarket
                                                               is worth over £572
       Veganuary helps the UK
                                                                  million in 2019,
        grocery industry enjoy
                                                                   finds Mintel
      1.7% growth, finds Kantar

                                                                                                                                          £30M
             Worldpanel

                                                                                             22M
                                                                                                                                        SPENT ON PRODUCTS

                                     469%
                                                                                                                                     Kantar Worldpanel revealed last
                                                                                                                                     year that demand for meat-free
                                                                                        ‘FLEXITARIAN’                                products was increasing rapidly,

                                       INCREASE                                       Kantar estimates 92% of plant-
                                                                                                                                       with shoppers spending an
                                                                                                                                     additional £30 million overall on
                                                                                      based meals consumed in the
                                                                                                                                            these year-on-year
                                    There has been a 469%                             UK in 2018 were eaten by non-
                                       increase in people                             vegans, with approximately 22
                                   interested in veganism in                         million people now identifying as
                                  the UK in the last five years,                                ‘flexitarian’
                                       finds Ceuta GrouP
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                                           Page 5

KANTAR DATA
                                                                                                     68% FEMALE and 32% MALE gave up animal products
                                                                                                                       in January 2019

                                                                                                             68%                                 32%
RECENT KANTAR DATA
SHOWS THE FULL IMPACT
                                                                 1.31MPEOPLE
OF THE ‘VEGANUARY EFFECT’                                                                              Age of Individuals — average age 41 YEARS OLD

WITH 4.7% OF THE TOTAL                                         gave up animal products
                                                          in the UK in January 2019 - that’s
                                                                                               35%
                                                                                                                                         32%     32%

UK POPULATION GIVING UP                                    4.7% of the total UK population     30%

ANIMAL PRODUCTS                                              + 10 times the number of UK
                                                           sign ups through the Veganuary
                                                                                               25%

IN JANUARY 2019                                                        website.
                                                                                               20%

                                                                                               15%                             13%
                                                                                                                                                         10%
                                                                                               10%                     7%
                                                                                                               4%
                                                                                               5%
                                                                                                       2%

                      832K
                                                                                               0%
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                         Page 6

VEGANUARY’S POWER ON SOCIAL MEDIA
    TWITTER                       FACEBOOK                         INSTAGRAM

          Audience                  Audience                         Audience
          46.9K Followers           244K Likes                       172K Followers
                                    (48% increase from Jan 2018)     (164% increase from March 2018)
          75% Female
          25% Male                  86% Female                       84% Female
                                    14% Male                         16% Male

          In January                Total growth over Dec/Jan        Total growth over Dec/Jan:
          4,665 new followers       37,671. Videos were the most     76,469
          3.08M impressions         successful type of post

          Sign-ups from social:     Sign-ups from social:            Sign-ups from social:
          1% from Twitter           78% from Facebook                12% from Instagram Stories
                                                                     7.5% from Instagram
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                 Page 7

2019 SURVEY RESULTS
                                                                               TOP 20 CITIES

                                                                                                      London

                                                                                        Manchester

                         TOP 20 COUNTRIES                                        Johannesburg

                  1. UK                     11. Spain         4. Cape Town           13. Melbourne
                  2. USA                    12. Portugal      5. Mumbai              14. Durban
                  3. India                  13. Chile         6. Bristol             15. Ediinburgh
                  4. Canada                 14. Germany       7. Birmingham          16. Dehli
                  5. Australia              15. Romania       8. Dublin                 (includes New Delhi)
                  6. South Africa           16. New Zealand   9. Glasgow             17. Santiago
                  7. Philippines            17. Netherlands   10. Leeds              18. Brighton
                  8. Ireland                18. Poland        11. Liverpool          19. Bangalore
                  9. Sweden                 19. Nigeria       12. Nottingham         20. Leicester
                  10. Argentina             20. France
Source: Pledge Emal Series, 2019 Analysis
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                       Page 8

2019 SURVEY RESULTS
GENDER                                                                     REASONS FOR PARTICIPATING

                                                                                     8%

                   87%                                11%                                   34%
                                                                                                       Health
                                                                                                       Animals
                                                                                                       Environment
                                                                               46%
                                                                                                       Other
                                                                                            12%
AGE RANGE

35%

30%                         28%                                            DIET BEFORE VEGANUARY
25%              22%
                                      21%
20%                                          17%
                                                                                      17%
15%
                                                                                                       Omnivore
10%                                                   7%
                                                                                                       Vegan
                                                                                             23%
5%       3%                                                   2%               44%                     Vegetarian
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                                        Page 9

WHO’S SUPPORTING VEGANUARY 2020

                                                     JAMES MOORE, ACTOR:
    GEORGE MONBIOT,                                  “What an honour to be chosen to be an
    AUTHOR:                                          Ambassador for Veganuary. I’m vegan all year
                                                                                                         SARA PASCOE, COMEDIAN:
                                                     round but if you give it a go in January you will
    “If we are serious about protecting the living   help the planet, animals, and especially your
    planet and all its inhabitants, we must accept                                                       “I decided that I was going to do 100 days
                                                     health. What do you have to lose?”
    that meat and dairy are extravagances we can                                                         being vegan, and I was going to write it up and
    no longer afford.”                                                                                   see how I felt. But within a week I felt so much
                                                                                                         better in my body that it then became oh I am
                                                                                                         definitely going to do this forever.”

                                                     MELODY KANE, RADIO 1 DJ:
    KELLIE BRIGHT, ACTOR                             “There are so many benefits to becoming

    “I choose a plant-based diet because we all
                                                     vegan that I could list & possibly write a book
                                                     on, but the one thing I would say is that the
                                                                                                         JASON GILLESPIE,
    win. The animals, the planet and my health all   greatest satisfaction I’ve experienced is people    CRICKET COACH:
    benefit. There is NO better thing we can do to   I’ve shared my journey with becoming vegan
    reduce our carbon footprint and the time to do   themselves & it also changing their lives. They     “After watching the “Earthlings” documentary,
    that is NOW. My children deserve a future and    have then shared their journey with others and      I went vegan overnight. I could not justify the
    so do yours. If you care about climate change,   in turn it’s changed more lives.                    treatment of animals by humans and I don’t
    make a difference and do Veganuary.”             The positives are never ending :)”                  want any part of it.”
VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
Veganuary Press Pack 2019/2020                                                                                                                          Page 10

    KERRY MCCARTHY, MP                                  JASMINE HARMAN,
                                                        TV PRESENTER:
    “I became vegan as a New Year’s resolution
    in 1992, so I think taking part in Veganuary is
                                                                                                           DEREK SARNO, CHEF:
                                                        “I discovered the Veganuary campaign and
    the perfect opportunity for people concerned                                                           “I decided to go vegan because, as a chef
                                                        I thought well, this is a good excuse to try it,
    about the climate crisis, animal welfare or their                                                      I feel responsible for the food that I feed
                                                        and I can say to my husband ‘well, I’m only
    health to try veganism. It’s much easier now                                                           people and I believe we can do it in a much
                                                        going to do it for a month’ and so he will be
    than it was in 1992, with loads of great vegan                                                         more compassionate way that can be just
                                                        accepting of that and won’t give me too much
    food around and plenty of helpful advice, so                                                           as delicious as any animal product.”
                                                        of a hard time. And then of course, the month
    try it and see how you get on!”
                                                        of January came to an end, and there was no
                                                        question, I would stick with it.”

    DALE VINCE,                                                                                            PETER EGAN, ACTOR:
    ENTREPRENEUR                                        EVANNA LYNCH, ACTOR:                               “The first thing which is wonderful about
                                                                                                           Veganuary is that there is no pressure. Like
    “Probably the biggest and easiest thing any of      “I’ve loved Veganuary’s work for a long time       people give up drinking for January, it’s a very,
    us can do to fight the climate crisis is to stop    because I know, having been a vegetarian           very good idea. So you can, if you like, say ‘ok
    eating animals. It’s also one of the biggest        who was intimidated by veganism, that so           I’m only going to do it for January’. I’d be very
    changes you can make to improve your own            many people just won’t start because they          surprised if you decide to do it for January
    health. And easily the biggest thing any of us      think it’s too hard and that they’re going to      and then not do it for February because it is
    can do to stop animal cruelty. I’m a passionate     fail. And Veganuary kind of presents you an        such an exciting and interesting way of living
    advocate of plant-based living, and Veganuary       opportunity to do it with other people, with a     in terms of foods. So, I think it’s a wonderful
    is a great initiative - it’s a gateway for people   community, and it’s not saying it’s a lifelong     imperative. And one that, of course, I totally
    to give it a go and feel the difference for         commitment, you know, it’s saying ‘try it for a    support and I’m very, very happy to be an
    themselves.”                                        month and see how you feel’.”                      Ambassador for.”
Veganuary Press Pack 2019/2020                                                                                                                       Page 11

KEY 2020 CAMPAIGN HIGHLIGHTS
WHO WILL PARTICIPATE?                   people making the transition at the    new content through our website         to urgently tackle the global threat
                                        same time, or who have already         and social media channels, as well      of animal farming. We will also be
We expect over 350,000 people           done Veganuary in previous years.      as issuing press releases, to show      partnering with like-minded NGOs
from across the world to take part.     We work hard to ensure that            who’s supporting our campaign           around the world to enable everyone
                                        there are as many retailer special     this year and all of the exciting       to try vegan in January with our
                                        offers as possible that Veganuary      new products and menus being            support. Climate change is a global
                                        participants can take advantage        launched for Veganuary.                 crisis so our planet-protecting
HOW DOES VEGANUARY                      of. We love a bargain!                 The highlight of our 2020 campaign      pledge is going global too.
SA SUPPORT PLEDGE
PARTICIPANTS?                           And most importantly, the pledge       will be a TV ad airing in the UK
                                        and all our support is totally free.   between Christmas and 1st January.
Veganuary helps people learn how        All you need is an internet            We’ve come up with a thought-
to go vegan. We do this by providing    connection.                            provoking ad concept to help
support through a structured                                                   people align their actions with their
1-month pledge.                                                                values. Something that will make
All pledge participants get starter                                            them realise what deep-down they
                                        WHEN DOES THE VEGANUARY
kits, recipes, nutrition, meal plans,   SA 2020 CAMPAIGN LAUNCH?               knew all along.
tips on eating out and ongoing                                                 Another exciting development for
support through a 31-day email          The campaign launches in               2020 is our international expansion!
series during their pledge month.       December 2019.                         New Veganuary campaigns will
We have a great Facebook group          Between the launch and the end of      be launched in Germany, South
with a supportive community full of     January we’ll be releasing exciting    Africa, Chile and the USA in a bid
Veganuary Press Pack 2019/2020         Page 12

HOW TO CONTACT US
We’ll be issuing regular news
releases as the campaign
progresses throughout December
and January. To be added to our
press list please email your details
to: brett@veganuary.com

For urgent press enquiries please
ring Jess: +27 74 185 2004
Brett: +27 72 311 8338

You are welcome to use our
brand assets when writing about
Veganuary, provided that you
follow our brand guidelines.
Both are available here.

All of the celebrity photos in this
press pack can be downloaded
directly, just click on the photo.
You can also read