From veganfoodandliving.com
Featuring provocative ads asking consumers to reconsider the origins of familiar foods, Veganuary’s 2025 campaign aims to challenge the normalisation of eating meat and drinking cow’s milk
Using striking visuals paired with the tagline ‘Weird?’, the adverts are designed to raise awareness of unsettling truths about animal-based foods.
The thought-provoking graphics aim to raise awareness of the reality of eating animals, such as the fact that sausages are made from pigs stuffed into their intestines, and cows’ milk is intended for calves, just like human mothers produce milk for their babies.
Other hard-hitting adverts in the campaign cover how chickens are bred to grow so large that many struggle to stand, and raise awareness of how animal farming drives deforestation worldwide.
Veganuary’s 2025 campaign
Toni Vernelli, Veganuary’s International Head of Policy and Communications, says: “Most of us see the food we grew up with as ‘normal’ but when we stop to ponder the practices behind many familiar foods, they start to look a little bit weird.
“Veganuary is asking everyone to face the startling reality of how our food choices impact animals and the planet and consider whether trying vegan for January might just be a little less weird.”
Image © Veganuary
Veganuary: A Growing Global Movement
In 2024, around 25 million people participated in the Veganuary challenge.
Starting from a kitchen table in Yorkshire in 2014 by Matthew Glover and Jane Land, Veganuary has become a global phenomenon, reaching participants in every country except North Korea.
Matthew Glover went on to found The Vegan Food Group, which includes Vegan Fried Chick’n, Meatless farm, TofuTown and Clive’s Purely Plants.
Celebrities supporting the campaign this year include chefs Hugh Fearnley-Whittingstall and Ainsley Harriott, actor Woody Harrelson and Girls Aloud star Nicola Roberts.
Other high profile ambassadors for Veganuary are Paul McCartney, Joaquin Phoenix, Billie Eilish, Alicia Silverstone and Deborah Meaden.
The impact of Veganuary
In 2023, Veganuary conducted a survey six months after the challenge. The results showed that 80% of participants had reduced animal products in their diets by 50% or more, and 28% had remained fully vegan.
Over 10,000 media stories on Veganuary were published, increasing awareness of veganism in the mainstream. More than 2,100 new vegan products and menu items were also launched in 2024 for Veganuary, making it easier and more accessible for those interested in reducing or cutting out animal products from their diets.
The ‘Weird’ adverts for Veganuary’s 2025 campaign have now been rolled out on social media, with ITVX Pause ads debuting later this month. Sign up for the challenge at veganuary.com.
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