As of early January 2021, over half a million people have signed up for the initiative Veganuary, which encourages people to pledge to go vegan for the month of January. Indeed the Veganuary website claims that one person signs up every three seconds.

Toni Vernelli, Veganuary’s International Head of Communications, explains: “Veganuary offers people a way to take positive action to protect our health and our planet, as well as help prevent future pandemics. The huge response we’ve had this year shows it’s exactly what many people need right now.”

Allplants latest campaign from Snap wants to remind consumers that, while the good intentions might be there, it’s OK to have moments of weakness when trying to give up the foods you love. The brand wants to encourage non-vegans to simply add more plants to their diet.

The ad shows a seemingly happy couple eating dinner at home before we cut to see the woman in the front seat of her car, stealthily, or so she thinks, stuffing slices of cheese into her mouth. She is caught, and the ad flashes back to the plant-based meal in front of her with the reminder that everyone struggles. And allplants isn’t there to judge.

Jenny Thwaites, Chief Growth Officer at allplants, said: “As a brand we’re 100% plant-based, but we recognise not everyone can make that leap. We simply believe that the more plant-based plates, the better for the planet, whether that’s every meal or the odd one now and then. Small imperfect changes made by millions of people add up to make a big difference."

The lighthearted campaign is a stake in the ground from allplants who demonstrate their desire to dismantle the judgement that many associate with veganism and instead embrace those who are simply looking to add more plants into their diet. A welcome reminder that embracing healthier and environmentally friendly choices doesn’t have to be an all or nothing pursuit.