Vegan Brand Tells Its Customers They Don’t Have To Be Vegan

Vegan food delivery brand allplants has launched a new advertising campaign to encourage non-vegans to add more plants to their diet.

Launching during Veganuary – a global initiative that encourages people to take up veganism for the first month of the year – this timely campaign taps into the struggles that many fledgling vegans may experience as they try going without meat and dairy. It frames allplants as the non-judgemental provider of plant-based meals with the new brand line: “We’re all plants. You don’t have to be.”

Allplants' TV campaign was created and produced by Snap London. It was directed by ex-child actor and young director, Eros Vlahos, and shows a woman who, despite her efforts to eat more plant-based food, encounters her moment of weakness with a packet of supermarket sliced cheese, which she secretly snacks on in her car before being rumbled by her onlooking husband. She is then reassured by allplants – voiced by Line of Duty star Adrian Dunbar – that they won’t judge her for not eating vegan 100% of the time. 

The advert has been playing across national TV channels and forms part of a wider campaign in outdoor, print, social and digital created and produced by allplants.

Jonathan Petrides, Founder and CEO at allplants, commented: “At allplants, we take our food seriously, but not ourselves. Saving the planet with plants isn’t about perfection, we can go an incredibly long way if everyone just started eating plant-based a bit more often. Following a year of phenomenal growth in 2020, we are ready to share our story and our delicious food with the huge numbers of people looking to move to a more plant-based diet. 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. That’s why we created a campaign which celebrates the imperfect moments in all of us, and makes plant-based eating, and allplants, accessible and welcoming.”