Steering away from ‘hardcore vegans’ to hit those looking to eat more plants…known as the ‘flexatarian’. These tend to be ABC1 Women between 25-45.
The start of the new year brings around TV schedules packed with inspiring and aspirational content for a ‘better you’. This, coupled with the rise in popularity of Veganism, made January (Veganuary) 2020 the perfect opportunity to get allplants on TV.
Utilising TV as the broadcast channel, we also ran sales-driving activity with national press supplements and inserts in weekend newspapers. With a challenging budget for TV we had to make this a short, yet impactful campaign. We tapped into deals in the market for cost efficiencies, coupled with cherry picked relevant TV spots, such as Living On The Veg, to drive traffic spikes.