Case study · Veganuary 2020

Upfield

Relations Group ran a broadcast PR campaign for Upfield around Veganuary 2020. A radio day of interviews put their spokesperson on air, securing 9 items of radio coverage with a combined audience of 3.4 million. Highlights included Sky News Radio, BBC Radio Solent and Panjab Radio.

9Items of coverage
3.4 millionCombined reach
1h 01mTime on air

Coverage highlights

The story

Upfield, Veganuary 2020

The aim
Upfield wanted to raise awareness of the health benefits of a plant-based diet and show the part plant-based spreads can play in it.
The message
Plant-based spreads are made from simple natural ingredients, and a plant-based diet is easier to stick to than many people think.
The angle
As Veganuary entered its final 10 days, an estimated 350,000 people taking part worldwide were set to save 41,200 tonnes of CO2eq, the same as 450,000 flights from London to Berlin. The story asked how to make a plant-based lifestyle last.
On air
Veganuary's official spokesperson and the company's chief corporate affairs and communications officer
The result
9 items of coverage reaching 3.4 million, including Sky News Radio, BBC Radio Solent, Panjab Radio, BBC Radio Lincolnshire.
Budget £4,250Delivered £4,900Above budget 15%On air 1h 01m

About Veganuary

A UK charity campaign, launched in 2014, that asks people to try eating vegan for the whole of January. It offers sign-up, recipes, restaurant guides and daily emails, and works with food brands. It now runs worldwide. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.

Planning Veganuary for 2027?

Veganuary next runs from 1 to 31 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team