How food brands engage with a Gen Z audience during Veganuary 2023?
December 13, 2022

How food brands engage with a Gen Z audience during Veganuary 2023?

As we all know, January is the month of new year’s resolutions and healthier habits. 

Since 2014, January has also been a synonym for Veganuary, one of the biggest movements that advocates for a switch to healthier and more sustainable habits. The movement was born to start encouraging people to try a plant-based diet for 31 days, to show how beneficial it was to eliminate meat and dairy from their daily food intake. 

In 2022, 30% of Gen Z planned to go Vegan, making them the generation leading the meat-free movement in the UK. With 97% of Gen Z stating they look for food inspiration on social media through creators’ content, Veganuary Influencer Marketing campaigns have become a pivotal moment for food brands who are looking to engage this target audience. 

So, how can food brands engage Gen Z effectively through influencer content during Veganuary? Here are three useful tips:

  1. Choose the right creators for your campaign

In order to deeply connect with your Gen Z audience, choosing the right creators for your Veganuary campaign is fundamental. Although metrics and age demographics are important, finding influencers with a tone of voice that speaks to your target audience can be the real key to a successful campaign. Vegan influencers would be the most natural fit for a Veganuary campaign, but don’t forget that including different creator verticals such as activists, lifestyle or fitness creators will allow you to present your brand in front of a wider audience! 

  1. Keep it real

More than any other generations before them, Gen Z values authenticity in influencer content. They follow their favourite creators because they reflect their values and keep it “real”. Therefore, avoid promoting overly-complicated expensive recipes and try instead to engage with creators who really love your product and can create affordable, easy-to-reproduce dishes using your Veganuary selection!

  1. Encourage UGC by launching a Veganuary trend

With user-generated content (UGC) becoming increasingly popular among Gen Z, Veganuary is the perfect time to launch a creative trend that challenges them to take part in your campaign. As a food brand, you could challenge your users to reproduce the recipe featured in your creators’ sponsored posts to show your audience how easy to follow and tasty your product is. With an optimised hashtag and brand tags, you will allow your audience to get involved and share your brand organically. 

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