We are delighted to bring the Veganuary full length TV advert to you….. and carry on reading to find out about the meat items used in the filming…..

Veganuary, a global organisation encouraging people to try vegan in January and beyond, has today released its first-ever TV ad which is airing on Sky News in the UK as well as major networks in Germany, the US, Chile and South Africa. In a bold and thought-provoking social experiment, the TV ad reveals people’s unexpected gut reactions to their own food choices and urges them to ‘Trust Your Instinct – Try Vegan This January’.

In true Veganuary style, the ad is fun, light-hearted and non-judgemental yet demonstrates in a very visceral way the internal conflict most people face over meat. The charity raised the money for the TV spots through a Big Give crowdfunder campaign that clocked up more than £25,000 in the first 24 hours as people embraced the prospect of playing a part in this milestone – the first TV ad by a vegan campaign group to air in the UK.

Toni Vernelli, Veganuary’s Head of Communications, says: “We asked people a simple question: meat or veg? When faced with the raw reality of their food choices, people recoiled in revulsion from the meat while others caught the veg with a beaming smile. This gut reaction reveals what most of us feel deep down – an emotional discomfort about eating meat.”

She added, “Veganuary is here to help people follow their instinct. We know most people want to spare animals from suffering, help protect the planet and improve their health but they need support and guidance to make different food choices. By trying vegan with us, they can align their actions with their beliefs.”

Featuring an international cast to demonstrate how these gut feelings are at the heart of human nature, the ad will run on Sky News from today until the 2nd of January to coincide with Veganuary’s peak sign-up period. More than 200,000 people have already pledged to try vegan this January including global rock icon Brian May, Eastenders’ Kellie Bright and former dragon Deborah Meaden.

The meat used in the ad was a silicone dummy produced by a special effects company. None of the participants knew what was going to happen and all of them were thrown the food item they chose (meat or veg). Their reactions are genuine. The ad was produced in Germany by Kolle Rebbe ad agency and producer Fabian Weigt.

VeggieVision TV says; “A super universal advert with a simple psychological message. We wish everyone on their Veganuary venture this year a wonderful eye opening time – and with all of the support from Veganuary as well as after at Plant Powered Expo we know you will have a life changing experience.”