Veganuary is a pledge to try eating plant-based for the month of January, run by the charity of the same name since 2014. People who sign up get free recipes, meal plans and daily support emails. It is pitched as a trial rather than a lifelong commitment, and the charity's own message is about small changes rather than a new personality.
Story lines that get booked on UK radio and TV, grouped by the kind of organisation that could front them.
Who could front it: An independent food trends analyst who can explain how plant-based food went from niche to normal
Who could front it: An independent registered dietitian who can give a fair view of plant drinks and nutrition, including checking labels for added calcium and iodine
Who could front it: An independent chef who can talk about the dishes that work without meat, well suited to daytime TV
Who could front it: An independent cosmetic scientist who can explain labels plainly and take listener calls
Veganuary 2027 runs for the whole of January, from Friday 1 January to Sunday 31 January 2027. Sign-ups open in the weeks before, and people can also join part way through the month.
Veganuary is organised by a charity of the same name, registered in England and Wales and based in York. It started in 2014 and now runs official campaigns in 20 countries.
Lead with a story that is curious and useful to listeners rather than a product announcement, and put up an independent expert such as a dietitian, chef or food trends analyst. Producers plan January features in early December, so the angle, any data and the spokesperson need to be ready well before Christmas, with 1 January and the first working Monday the busiest days. A broadcast PR agency such as Relations Group can shape the angle and arrange interviews across UK radio and TV.
No. The pledge is to try plant-based eating for January, and the charity says it has never been about being perfect. Many people use the month to cut down on meat and dairy rather than change for good, and the charity's own follow-up surveys report that most participants still eat fewer animal products six months later. Anyone with a medical condition should speak to their GP or a registered dietitian before making a big change to their diet.
Talk to the team about the angles that would work for you, the stations likely to book them and what a campaign would cost.
Book a call with the team