How to promote your vegan brand to non-vegans

Vegan products are not new to the market, however, the recent innovation in products with similar taste and structure of traditional meat and dairy products has been a game-changer. More and more consumers are proactively avoiding certain ingredients, driven by medical reasons, healthier lifestyle choices, ethical or environmental concerns. The conscious consumers are shifting from their established approach to shopping and are increasingly taking interest in how and where their food is being sourced and produced. Ethical sensitivity is being increasingly incorporated in the way food is being produced and consumed and is becoming a major factor in determining where consumers spend their money.

Even if not sticking to a strictly vegan diet, many consumers are changing their eating behaviours due to the new levels of awareness and innovative food alternatives. Flexitarians, who mostly eat plant-based foods while allowing meat and other animal products in moderation are making it easier to transition than changing to a full-on vegan or vegetarian diet, whilst still helping the planet and maintaining a healthier lifestyle. The shift towards flexitarianism and plant-based diet is mostly driven by the younger generation but is quickly gaining traction across all age groups.

To maximise their potential, vegan brands must respond to the needs of flexitarians through the right brand and packaging strategy, whilst highlighting the health and environmental benefits of their products. Here are a few ideas on how you can extend your marketing communication beyond your vegan audience and grow your market share: 

1.  Influencer marketing

You may already have a partnership with vegan influencers, but why not try creating a challenge or a campaign with a non-vegan, testing them to try your products and eat plant-based for a pre-set amount of time, giving an honest review at the end. This will encourage more non-vegans to incorporate your vegan product into their everyday lives. Consider approaching fitness and health influencers, mums, lifestyle bloggers, food critics or celebrity chefs to try and share your product as well as the recipes and meals cooked with them.

2.  Blogging

A blog on your website helps to drive traffic to your website, as search engines love fresh content. It’s also a great source of content for your social media channels. Consider different types of blogs – text or video and focus on content that will make your visitors feel good and inspire them to try new experiences. Think about how your potential customers search for information and match your blog headings, so they can easily identify the right content for them. 

3.  Social media marketing

Focus on content that is educational and interesting enough for others to save and  share with others. You want users to interact with your content and continuously reach new followers. Engaging campaign such as giveaways and challenges will motivate them to take action, educational posts will give them new perspectives and posts about your products will keep them reminded about your brand. Include more interactive content such as live streaming or stories to create an authentic experience and connect with your followers. Remember that social media is about conversations, not self-promotion, so focus on building a brand community instead of just using social media as a digital shop display.

4.  Advertising

As a vegan brand you might be using your advertising budget to target those who are most likely to have interest in vegan products. But adding health-conscious customers on to your list will expand your reach. Even if they don’t purchase your products immediately, they will become familiar with your brand and the more messages they see and like, the more inclined they will be to try them. Adding paid posts on social media, making your Instagram shoppable, using display and Google ads can all make a big difference to your brand perception.

5.  Public relations

Vegan brands should not limit their media presence to vegan publications, quite the opposite – by reaching wider audiences they can expand their pool of potential customers. Linking back to your unique selling point, focus on the specific readership of target publications and create stories that are likely to trigger attention. If you are launching a new product, write a press release and distribute it to the press. Creating two versions – one for the vegan press and one for the non-vegan will increase the likelihood of coverage. Articles about the specifics of your products, getting them included in top lists, awards or interviews with the founders are also great ways to effectively reach new potential customers who are not vegan.