Veganuary is celebrating its tenth birthday this year. In a decade, millions of people have taken the pledge to eat plant-based for the month of January. As widespread as the challenge has become, plenty of folks have yet to give it a try. One potential hurdle? Being stuck in one's ways. That human tendency is exactly what frozen food brand Iglo is addressing in its latest Veganuary campaign in Germany.
Iglo presents a dinosaur character who is friendly and reliable but wary of anything unfamiliar: Das Gewohnheitstier, or the Creature of Habit. The campaign sees Greeny, a regular Iglo dinosaur mascot, encouraging the Creature of Habit to go on a journey of discovery and try plant-based foods from the brand's Green Cuisine range of frozen vegan products. "Seems fish nor fowl," says Das Gewohnheitstier of a box of Iglo's Dino Nuggets. "Perfect!" responds Greeny.
The concept was developed by creative agency Segmenta and is running as a 360-degree marketing campaign: TV commercials in Germany and Austria, out-of-home, online video, PR, social media and POS.
