“Trust Your Instinct”: Veganuary’s multilingual TV advertisement airs around the world

TV Ad designed for people to question how comfortable they are with their food choices

Veganuary is now running a full TV advertisement to encourage people to take the vegan pledge in January. According to Veganuary’s Facebook page, the television advertisement has been running since 29th December on major television networks in the UK, Germany, the USA, Chile and South Africa.

Veganuary crowdfunded the advertising costs in an attempt to make 2020 its biggest ever campaign. The non-profit organisation promised a “slick, multi-language advert that will engage the English, German and Spanish speakers across the world” and get the TV version of it in front of an audience of over a million people.

The “Trust Your Instinct” theme was devised by the Kolle Rebbe ad agency and vegan film producer Fabian Weigt who gave their time and skills for free.

Meat or Veg? A non-judgmental choice

The advertisement was designed to be “fun, funny and non-judgmental” and “guaranteed to make people question how comfortable they truly are with their food choices.”

The advertisement poses a simple question: “meat or veg?” Various people are thrown lumps of raw meat and vegetables illustrating the reality of their food choices. Their reactions are varied, illustrating the dilemmas that we face with our food choices.

Veganuary aims to help people follow their instincts. It is aiming for 350,000 people to take the 31-day eating pledge in January 2020.

Veganuary 2020 is fronted by Joaquin Phoenix. PETA’s person of the year says:

“If you look at the climate crisis or the violence of our food system and feel helpless, thinking ‘I wish there was something I could do’ – you can. Right Now. Sign up to try vegan this January.”

Since the non-profit organisation launched in the UK in 2014, more than 500,000 people have signed up and registered to try vegan for the month, though the organisation estimates that ten times more people actually participate. It encourages people to try vegan for January and beyond. If focuses on “changing consumer behaviours and attitudes, while providing all the information and practical support required to make the transition to veganism as easy and as enjoyable as possible”.

More than 250,000 people took part in 2019 from 159 countries. Sixty per cent of those who were surveyed stated that they found the challenge “easier than expected.

Many celebrities are lending their support including George Monbiot the author, Jason Gillespie the cricket coach, Dale Vince the entrepreneur, James Moore the actor, Kerry McCarthy MP and Sara Pascoe the comedian.

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Jacobus Lavooij

Jacobus is an experienced editor and writer whose interest vegan issues began with understanding the environmental consequences of the food industry. He loves vegan food and is a passionate communicator of its benefits. He is a Dutch national and lives in Copenhagen, Denmark. Contact:
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