Veganuary: Turning a one-month event into a long-term growth strategy

Written by
Fifty Team

Insights by
Fifty Team

01 Feb, 2023

Veganism is no longer a niche diet for a small sector of society. Over the last decade, the narrative of veganism has changed, with a focus shifting from animal welfare to connecting plant-based diets with health. Burger King’s target of having a 50% meat-free menu by 2030 is one indicator of how far our culture has come. What’s more, plant-based diets are not solely the purview of vegans, with month-long events like Veganuary enticing people to try vegan foods, if only on occasion.

People who identify as vegans have a well-defined digital footprint and are relatively easy to target. But what about those who are vegan-curious? People who are flexitarian? Or those looking to cut back on meat thanks to the rising cost of groceries? 

The many motivations behind eating vegan foods mean there are several different audiences, with different preferences, digital behaviours and interests, that all require a nuanced understanding and a tailored approach in order to engage with them.

Read our latest report to find out more.


Using YouTube Ads for Connected TV or Mobile Device Viewing

In this post, we discuss the evolving media offering from YouTube. Highlighting their reintroduction of non-skippable ads during sit-back viewing on Connected TV. As well as how very short form ads provide a more TikTok like scroll-through viewing ad engagement opportunity when viewers use a mobile device.

Related Articles

Using YouTube Ads for Connected TV or Mobile Device Viewing

In this post, we discuss the evolving media offering from YouTube. Highlighting their reintroduction of non-skippable ads during sit-back viewing on Connected TV. As well as how very short form ads provide a more TikTok like scroll-through viewing ad engagement opportunity when viewers use a mobile device.

Fifty Delighted That 4 New Award Entries Have Been Shortlisted

Fifty Delighted That Our 4 Award Entries Have Been Shortlisted 

Running the Distance: How Runna and Russ Cook are Changing the Game

On April 7th, Russ Cook finished running the entire length of Africa.

Decathlon UK Selects Fifty as Media Agency Partner to Fuel Growth with AI-Driven Strategies

Leading sports retailer Decathlon UK, has announced Fifty as its new technology-led media agency partner.

A powerful team: Fifty & Juice announce new partnership

Fifty and Juice have teamed up to provide startups and challenger brands with a comprehensive growth solution like no other.

Fifty Journeys: Grig

Meet our Senior Software Engineer, Grig!

Touchdown! Uncovering the Fans of the Six Nations Championship

A deep dive into the audiences tuning into this year’s legendary Rugby tournament.