PR Spot: New Year, New Me

Let’s talk January! The month of ‘New year, new me’ and the kick start to many new year’s resolutions. The question is… how long will they last? With Christmas planning well underway, it is never too early to think about your communications strategy for the new year.

In this month’s PR Spot, Account Manager Karlie France rounds up some of the team’s favourite New Year campaigns, with a key focus on Veganuary.

Veganuary is the annual drive to encourage consumers to take on a vegan lifestyle for the month of January. Each year, those pledging to get involved give up animal-based products including meat and seafood, dairy, eggs, and other items such as leather.

Since 2014, the plant-based revolution has encouraged and supported more than half a million people in 2,028 countries to try a vegan lifestyle for January — and beyond. Each year, brands’ Veganuary campaigns are getting bigger and better, battling it out for the top spot in the traditionally quieter trading period. And, I have no doubt this year will be the same.

Our favourite Veganuary campaigns

Hellmann’s’ Vegan Baconnaise

Missing bacon during Veganuary? No worries! Hellmann’s had fans covered with the launch of their new trio of vegan mayos, including the star of the show: Vegan Baconnaise.

According to research, 30% of Brits are tempted to break their Veganuary pledge for bacon, so the new vegan bacon-flavoured mayo aimed to tempt even meat lovers away from the real deal.

To celebrate the launch, Hellmann’s sent a total of 250 jars of the spread to UK residents that could prove their name is Bacon. Further, another 80 randomly selected residents living on streets including the word ‘bacon’ across the UK, were surprised by a delivery from the brand.

The result? Noise across social media and a host of national and regional coverage talking about the launch including Vegan Food & Living, Wales Online and Good Housekeeping.


BrewDog X The Vegan Kind

Major craft beer brewer BrewDog and the UK’s number one vegan subscription service The Vegan King joined forces to create BrewDog’s ‘The Vegan Kind’ pale ale.

 The collaboration meant that thousands of beer drinkers were introduced to vegan groceries as the ale, carrying The Vegan Kind’s branding, was put in front of BrewDog’s thousands of customers.

With the BrewDog community already passionate about the planet and making carbon-conscious choices, this made the perfect collaboration for Veganuary.

Available to subscribers only, the limited-edition drink made a splash across national and regional titles including Vegan Food & Living, Vegconomist and Glasgow World.



Heinz Beanz has also celebrated Veganuary, reminding people their beans are already vegan by tweaking its familiar ‘Beanz Meanz Heinz’ slogan to ‘Beaz Meanz Vegan’ for a month-long campaign.

This simple, yet effective, campaign reminded people that beans are the easiest vegan meal there is, promoting the brand and capitalising on the online buzz of Veganuary.

The campaign aimed to debunk the perception that being vegan means you have to spend lots of money on fancy food. It also allowed Heinz to introduce itself to a new target market.

The well-known brand created a splash with this catchy campaign, creating lots of noise in titles such as Packaging Europe, The Drum and Vegan Food & Living.


The Veganuary movement allows brands to introduce themselves to a new target market and we predict that next year will be bigger than ever. Do you have a new year product launch or campaign you want to bring to life?

If you need help getting your campaigns off the ground, get in touch.

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