As Veganuary entered its final 10 days, the big question was how to make a plant-based lifestyle last. We built Upfield's broadcast PR campaign around it, with an estimated 350,000 people taking part worldwide set to save 41,200 tonnes of CO2eq, the same as 450,000 flights from London to Berlin. We put Veganuary's official spokesperson and Upfield's chief corporate affairs and communications officer on air across a radio day of interviews, explaining that a plant-based diet is easier to stick to than many people think, and that plant-based spreads made from simple natural ingredients can be part of it. The campaign secured 9 items of radio coverage reaching 3.4 million listeners, including Sky News Radio, BBC Radio Solent and BBC Radio Lincolnshire.
9Items of coverage
3.4 millionCombined reach
1h 01mTime on air
Coverage highlights
Sky News RadioNational news network
BBC Radio SolentBBC radio
BBC Radio LincolnshireBBC radio
The story
Upfield, Veganuary
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 and BBC Radio Lincolnshire.
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.
