Oumph unveils ‘Adopt a Carnivore’ campaign for Veganuary

Leading plant-based brand Oumph has launched a new campaign Adopt a Carnivore, challenging their fellow plant-based fans to adopt a carnivore during Veganuary.

“The idea behind Adopt a Carnivore is that it's more likely that people take on a challenge like Veganuary if they do it in collaboration with a friend,” says Henrik Åkerman, global brand lead at Oumph.

“We would like to invite everyone who's curious to try a plant-based diet to do so with enthusiasm and encouragement, rather than making demands of them or by pointing guilty fingers. We all know of that one curious colleague that stares into your lunchbox, that sister who’s curious but too lazy to try, or that grandma who wonders what this new plant-based food is all about. Why not adopt them. Or get adopted yourself."

The Adopt a Carnivore campaign features a range of advertising campaigns, as well as social media and high-profile celebrity collaborations, and will be running through-out Veganuary in a number of different countries where Oumph! is present, including the UK.

“We are excited that Oumph is part of a growing movement, as supporters of the Veganuary 2022 campaign, to inspire people to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people,” Toni Vernelli, international head of communications at Veganuary, said.