UK – Vegan food delivery brand Allplants cuts some slack for those taking part in this year’s Veganuary.
Its latest campaign, created by creative agency Snap LDN, includes a film and posters that each normalise slip-ups when attempting to be vegan. Taking a humorous, judgement-free approach, the ad follows a woman trying to go vegan who is subsequently caught eating a slice of cheese in her car.
Accompanying posters feature similar scenarios with tongue-in-cheek phrasing, including: ‘Trying to [go] vegan but… last night I met my local nug dealer,’ and ‘Trying to [go] vegan but… last night I joined the hallouminati.' Diverging from the typically serious, environmental tone often taken by plant-based food brands, the campaign normalises the act of failing, encouraging more people to experiment with veganism.
In turn, people are realising that a strict vegan diet may not always be accessible – or desirable. In response, the rise of Flexitarian Meats allow consumers to adopt plant-based habits without sacrificing meat products entirely.
