The brief

Nature’s Heart tasked us to help them have a voice in Veganuary across both PR and social – something newsworthy and creative but simple to execute.

The distraction

The Veganuary market is extremely cluttered, with multiple brands offering discounts, savings, health tips and so on. We needed to position Nature’s Heart as a challenger to the market offering a fresh perspective on Veganuary and a helping hand to those looking to experiment or take on the challenge in 2022.

How did we make our audience care?

We created an insight-led research story looking at exploring the nation’s views and feelings towards Veganuary – how many have or would consider trying Veganuary, their reasons for doing so, the easiest and hardest foods to give up and the easiest and hardest mealtimes to make vegan. Breakfast was a meal that people often admitted to skipping and would find challenging to making vegan so that’s where Nature’s Heart was able to step in.

Partnering with foodie influencer Emily’s World she shared a Nature’s Heart with baked oats recipe – encouraging people to take a short amount of time out of their day to prep a healthier, vegan breakfast. She then encouraged her followers to share their breakfast creations to be in with the chance of winning an amazing breakfast hamper and help put them in good stead to keep going with their new resolution throughout 2022.


The action

  • Our announcement of the new products was featured across national and consumer titles such as Metro, The Sun, Express, Men’s Health and Vegan Food and Living

  • 45 pieces of media coverage

  • Emily’s baked oats recipe, featuring Nature’s Heart was viewed over 32,000 times

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