• by Les Luchter , January 3, 2023

Need a fresh start after the holidays? Lacking inspiration? Feeling a little hopeless?

You can snap out of those blahs by going vegan, according to a new :30 spot from Veganuary, whose purpose is to get people to pledge to a vegan diet in January “and beyond.”

The ad, produced by Pollution Studios, launched New Year’s Day, and Veganuary reports that someone took the pledge on its website every 2.4 seconds, which it says is a new record for the 10-year-old nonprofit. Last January, it says, the promotion resulted in 629,000 participants.

According to Veganuary, the spot is running on Amazon streaming services, on Atlanta TV stations, and in New York City restaurants and gyms via an Atmosphere TV buy. 

In the ad, a man yawns as he surfs his TV channels, a bored woman opens and closes her refrigerator door, and another woman scrolls hopelessly on her phone -- until she sees a screen that reads “Try Vegan this January.” Then, she smiles and a vegan woman appears to her and the others via a pink cloud. The spot ends with everybody having a great time with food and music.

The ad’s pink “Veganuary coach” is played by actress and influencer Gabrielle Reyes, whose @onegreatvegan Instagram feed alone has 194,000 followers.

Veganuary has also placed out-of-home ads in the New York City subway system.  One pop-arty type poster declares, “Cauliflower Power. Try Vegan This January.”

Both the video and subway ads call on vegan newbies to sign up at Vegenuary.com. This free membership includes a “Celebrity eCookbook” featuring recipes from Alicia Silverstone, Venus Williams, Ryan Eggold and Dr. Jane Goodall; and 31 daily coaching emails, with plant-based recipes, nutrition guides, a budget meal plan, and access to discounts and special offers

Participating national and regional brands, retailers and restaurants include Lightlife, Wicked Kitchen, MALK, Aveda, Violife, Pacifica, Beyond Meat, LUSH, Mellow Mushroom, and hundreds more.

On New Year’s Day, Veganuary also launched a 31-day YouTube series and a podcast series.