Which supermarket owned Veganuary?

Unless you’ve been hiding under a rock since Christmas, you’ll have noticed the avalanche of vegan messaging, product launches and promotions during January. With more than 400,000 people signing up for Veganuary (eat only vegan food for a month), it’s no surprise that the supermarkets followed suit unveiling new vegan products each day to cater to the specific requirements of their shoppers.

How much content was created?

Our social media monitoring showed that all the brands profiled below created 860 posts throughout January 2020. Of those, 32 posts were tagged as #veganuary or mentioned the word ‘Veganuary’ in them.

Asda rustled up three plant-based treats, Tesco cooked up four, Waitrose created seven vegan-friendly posts, while Morrison’s led the Veganuary charge with 18 meat and dairy free treats.


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A post shared by Waitrose & Partners (@waitroseandpartners) on


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Did Veganuary hit the mark with customers?

According to the Vegan Society, more than half of UK adults are now adopting “vegan buying behaviour”, while the number of full-time vegans in the UK has grown fourfold in the past 10 years.

On social media, of all the posts created throughout January by all four supermarkets, Waitrose’s vegan-friendly content consistently earned the most engagement, occupying all of the top three posts mentioning Veganuary. Although not as active as Morrison’s, Waitrose & Partners engaged social media audiences better.

Morrisons’ best performing Vegan post was a contest, so while it earned 171 engagements on Facebook, it did not inspire the same mouthwatering impact Waitrose’s best post on Instagram did. The latter’s vegan pie achieved over 3,000 comments or likes, taking advantage of both Veganuary and National Pie Day as its inspiration.


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The key takeaway

Incorporating seasonal and lifestyle trends into your content marketing strategy is a great way to engage your audience and makes for super simple content ideas. Inspire with Instagrammable recipe ideas and theme contests, but keep it authentic and relevant to your business, audience and to your brand.

Maybe What's Being Said report identifies the important conversations your audience are having on social media. When you know what people are discussing, in real-time, you can join the right conversations now and learn how to spark the ones that will matter tomorrow.  Get started for free.

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