ProVeg NFH

ProVeg International

Marketing & Media

Case Study: How Heura Foods Harnesses the Power of Social Media

ProVeg International recently published a case study exploring how Heura Foods harnesses social media to develop its brand and boost sales. Heura is a Spanish plant-based food company that sells plant-based meat alternatives to chicken, beef, and pork. The company has almost 200,000 followers on its Spanish Instagram, with tens of thousands more across its other global accounts – demonstrating the success of its engaging approach to social media. To boost your brand’s social media engagement rates in a manner similar to Heura, ProVeg recommends the following: Use humour to connect with consumers Promote education Collaborate with influencers Overall, crafting a successful social media presence as a plant-based brand is about striking the right balance between being genuine, educational, and promotional. In the words of …

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Beyond Meat Kim Kardashian

©Beyond Meat

Marketing & Media

Kim Kardashian Joins Beyond Meat as New Chief Taste Consultant

Beyond Meat (NASDAQ: BYND) announces it is partnering with media icon and entrepreneur Kim Kardashian in its latest campaign, which features Kardashian as the brand’s new “Chief Taste Consultant.” In the campaign, Kardashian will highlight Beyond’s plant-based portfolio with signature recipes and creative content in the brand’s newsletter. A stock boost Beyond Meat’s stock value reportedly jumped by 8% upon news of her endorsement. With over 300 million Instagram followers, Kardashian is a massive influencer and tastemaker in food, fashion, beauty and more. The superstar chose to work with Beyond because she is a long-time fan of the company’s products and mission. “I believe so much in the mission of Beyond Meat that I’ve stepped in to help with my greatest asset – my taste,” …

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Tabitha Brown Target Collection

©Target

Fashion, Design & Beauty

Tabitha Brown and Target Announce New “Tabitha Brown for Target” Clothing Line

Tabitha Brown, a pop culture superstar known for her cheerful take on vegan cooking, is partnering with retail chain Target to launch Tabitha Brown for Target – a new clothing and accessories line spanning apparel, swimwear, food, entertaining and more. The line will debut June 11 online and in most Target stores.  Tabitha Brown for Target features four limited-time collections set to launch over the next year. Offered at affordable, “only-at-Target” values, the first collection will include 75 brightly designed clothing and accessories offered in a size range of XXS-4X, with most pieces priced under $30.  Growing the relationship According to the chain, it decided to expand its partnership with Brown after working with her on social media content over the past two years. “Tabitha …

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influencers ProVeg New Food Hub

© ProVeg New Food Hub

Marketing & Media

The Power of Influence – Macro vs Micro-Influencers

This article is part six of the Vegconomist X ProVeg International New Food Hub article series, which aims to make actionable insights into the plant-based space more readily accessible. ProVeg International recently published an infographic detailing the difference between macro- and micro-influencers and how best to incorporate them into your company’s marketing strategy.  Social media is a central asset in every company’s marketing arsenal. With Millennials and Gen Z consumers trusting influencers twice as much as they trust friends and family for recommendations, it is essential your company has insight into what type of influencers exist and how to effectively engage them to support your brand. The Difference Between Micro- and Macro-Influencers According to the infographic, macro-influencers are accounts which typically have over 100,000 followers. …

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Squeaky Bean house

©Squeaky Bean

Marketing & Media

Squeaky Bean to Host “World’s First Foodie Influencer Hub” in Big Brother Style Mansion

Squeaky Bean today announces that it will give social media influencers the opportunity to spend three weeks in a luxury residence, which will operate as an “influencer house” with the chosen creatives coming together to produce their own content and collaborate on ideas, whilst being challenged to go plant-based for the full 21-day duration of their stay. “It’s the most exciting creator house concept anywhere in the world.” The project, which begins this September, will be open to both vegan and non-vegan influencers, who will be tasked with taking part in culinary classes and activities to unlock additional treats and areas of the house. “To put yourself forward for selection you should be active on social media, eager to try new things and be ready to …

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VFC Adam and Matt

©VFC

Marketing & Media

VFC Says Trolls Are Good for Business

It was clear from the outset that VFC was not going to conduct itself like any other food brand. Even before they had made their first sale, the company’s Instagram bio read Thanks Colonel, we’ll take it from here, declaring in that one line that this was a brand with big personality, a neat line in self-deprecating humour and uninhibited global ambitions.

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Tabitha Brown Tik Tok

©Tabitha Brown Tik Tok

Studies & Numbers

Vegan Videos on Tik Tok Have Been Viewed Over 8 Billion Times

Over the past year there has been a sharp increase in vegan recipe searches on social media platforms such as Tik Tok, as people under lockdown restrictions have more time for baking and making home-cooked food. A recent survey from Chewsygum found that #vegan videos as a whole have been viewed 8.1 billion times, whilst #veganrecipe and #veganrecipes have a combined total of 939 million views.

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Beyond Meat Leo deCaprio

©Beyond Meat

Marketing & Media

Beyond Meat Ambassador Leonardo DiCaprio Urges Public to Go Plant-Based For Climate Change

Leonardo DiCaprio yesterday asked his millions of followers on  Facebook and Twitter, with the quote as depicted here, to help reduce climate change by incorporating more plant-based meat into their diets. Leo is an investor in Beyond Meat, along with Bill Gates, who recently made the statement that people should shift to eating plant-based meats in order to reduce climate change.

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Vegan-Youtubers

Graphic by chewsygum

Marketing & Media

Study Reveals Top Ten Highest-Earning Vegan YouTubers

Over the past few years, several YouTube bloggers and “influencers” have been promoting the vegan lifestyle, sharing their beliefs and tips on how to become vegan too and gaining millions of followers in the process. A recent study carried out by plant-based gum company Chewsygum.com analyses ten vegan Youtubers who earn the most from advertising and selling products. In terms of salary, they highest paid vegan Youtuber was shown to be Canadian vlogger Richard Burgess, better known under the name Vegan Gains, who reportedly earns an estimated £20,195 monthly both from ads and selling merch. The online marketplace also took into account a survey of 824 respondents, answering questions on how they felt about vegan YouTubers (see graphic). In second place is Brit Gaz Oakley, …

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food - social media

© igor_kell - stock.adobe.com

Society

Celebrities are Driving the Vegan Lifestyle Forward – Classic Food Industry at a Disadvantage

Lewis Hamilton, Leonardo di Caprio, Miley Cyrus, James Cameron etc… again and again many vegan stars speak out on social media about animal welfare and vegan nutrition. Recently, Lewis Hamilton told his almost nine million followers on Instagram that everyone has a choice to boycott companies that kill animals for their business. In another post, he shows a dead sow with her dead piglets dumped in a dirty trash can. He announces in this context that he wants to use his platform against animal killings and to promote the vegan way of life.

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