As January 2025 is coming to an end, Veganuary has once again inspired millions worldwide to explore plant-based eating.
Veganuary is an annual challenge run by the British non-profit organisation of the same name, that promotes and educates the vegan lifestyle by encouraging people to follow a vegan diet for the month of January.
This year’s campaign was marked by innovative strategies aimed at challenging perceptions and encouraging participation.
One of the most notable initiatives was the Weird? campaign, which was launched in December 2024. This campaign featured eye-catching advertisements that encouraged individuals to consider the origins of commonly consumed animal-based foods.
For instance, one advertisement highlighted that sausages are essentially “pigs stuffed into their own intestines,” urging viewers to reflect on the peculiarities of conventional eating habits.
In addition to thought-provoking advertisements, Veganuary has expanded its global reach by launching its first campaigns in Malaysia, Peru and Canada.
Furthermore, the Veganuary Workplace Challenge saw significant growth in 2025.
Employers across various industries encouraged their staff to adopt plant-based diets for January, fostering a sense of community and shared purpose in the workplace.
This initiative not only promotes personal health but also highlights the environmental and ethical benefits of veganism.
In Italy, over 100 businesses embraced Veganuary by launching new vegan products, special promotions, and dedicated marketing efforts. Participants included Aldi, Lush, Flower Burger, Kebhouze, Planted, and Neat Burger, who all introduced unique plant-based options to encourage consumers to explore vegan diets.
In addition, the restaurant chain I Love Poke thoughtfully expanded its menu to include four vegan-friendly dishes, specially curated for Veganuary 2025. Among these are the well-received “Piovono Polpette” and “Vegan Love” bowls, as well as two new vegetable-based soups, offering comforting and nourishing options for those interested in plant-based meals.
Beyond promoting plant-based diets, several companies have launched campaigns emphasizing environmental sustainability. For instance, McCain Foods has committed to establishing three “Farms of the Future” by 2025, with a focus on promoting regenerative agricultural practices.
Currently, there are two such farms that are operational, and they are focusing on sustainable farming techniques with a view to reducing environmental impact. We touched on this in one of the our articles in 2023.
Collectively, these campaigns have played a crucial role in promoting plant-based eating, challenging societal norms, and expanding Veganuary’s global presence.
As the movement continues to grow, it may be possible to have more inclusive and impactful discussions about our food choices and their implications.