Heinz is the latest brand capitalizing on "Veganuary" in the U.K. as many consumers vow to adopt a plant-based diet for January.
However it doesn't involve launching any new products: the brand's latest campaign, by Havas London, simply reminds people that its popular tins of baked beans are in fact vegan. Playing on its long-running "Beanz Meanz Heinz" slogan, new ads appearing in print, OOH and digital media proclaim "Beanz Meanz Vegan." The wording will also appear on a number of limited-edition cans available via online delivery service Ocado.
Veganuary, which debuted in 2014, encourages people to adopt a vegan diet for January and has been growing in popularity in recent years–with more than a quarter of a million people taking part in 2019. The campaign will spike this Saturday, Jan. 11, which has been pinpointed as the toughest day of Veganuary. According to new research by Heinz, that's when people are most likely to fall off the vegan wagon.
“There’s a general perception that being vegan means you have to spend lots of money on fancy foods, but being vegan isn’t all kale and quinoa," said Heinz marketing executive Emily Wright in a statement. "That’s why we want vegans to know that our classic Heinz Beanz can still be enjoyed this Veganuary, whether on a simple piece of toast or a delicious baked potato."